Gil Elbaz co-founded Applied Semantics, later acquired by Google in April 2003 for $102 million. Google used the technology from Elbaz’s software to create the AdSense program. Adsense allows publishers in the Google Network of content sites to serve automatic text, image, video, and rich media advertisements that are targeted to site content and audience. For example, if an article appeared about dogs, advertisements for dog food may appear with it. Applied Semantics was located in Santa Monica at PMI’s at 2644 30th Street building from 2003-2005 both prior to and after Google’s acquisition. PMI produces creative spaces for creative people.