The creation of a semantic web—built around technology that can interpret and organize an endless flow of data from more than 100 million Internet sites—has been an increasing focus for startups and investors.

Companies such as Hakia have launched search engines that make broad use of the technology, and others like TextDigger have incorporated semantic search into client sites. But beyond making the big run at Google, few startups have launched specific products that make practical use of semantic technology. (See “Semantic Web For the Masses”)

However, AdaptiveBlue has developed a very practical application for semantics. It helps users find products—such as books, electronics, or even cars—and easily connects them to related products and relevant social networks and review sites.

The company, which was named a “Connected Innovator” at the Supernova conference this week in San Francisco, has two products, including a downloadable plug-in for the Firefox browser that provides links that are relevant to any products on the page.

For example, users reading an online “Pirates of the Caribbean” film review can use the AdaptiveBlue plug-in to pull up links that let them buy the movie on Amazon, rent it on Netflix, compare prices on shopping.com, or search Google, Flickr or YouTube for a clip. The plug-in also “knows” the director and stars of the movie, so users can search Amazon, Google, or YouTube for movies by Johnny Depp.

These links are customized to the user’s personal preferences, so if you use eBay instead of Amazon, or Metacafe instead of YouTube, AdaptiveBlue knows based on your browsing history or preferences you choose, and will give the relevant option.

In addition, AdaptiveBlue seeks to build on the social networking craze, by allowing you to instantly save a page to your del.icio.us bookmarks or share it on Facebook.

AdaptiveBlue’s other product is SmartLinks, a slimmed down widget for web publishers and bloggers. SmartLinks also serves up relevant links, but unlike the plug-in, which users control through their Firefox browser, SmartLinks is embedded into web pages by publishers and bloggers, and it can be used by anyone, regardless of which browser they use.

“We’re still in the process of launching with (publishers)” said AdaptiveBlue’s CEO Alex Iskold. “But bloggers are just excited about this affiliate revenue stream.”

Mr. Iskold is selling SmartLinks to large publishers or bloggers, who seek to make money off reviews or articles and also are not able to execute social networking features on their sites. They may also be tired of adding more and more of those little icons—Digg, Reddit, Del.icio.us, etc.—at the end of articles. (Harry Potter and the Goblet of Fire)

AdaptiveBlue makes revenues from affiliate relationships with Amazon and other merchants when consumers buy from them. For publishers who already have affiliate accounts with Amazon, AdaptiveBlue makes money on clicks to other sites that the publishers don’t have affiliate relationships with.

The company, founded in 2006, recently closed a Series A round with Union Square Ventures, which funded Del.icio.us before it was acquired by Yahoo. Mr. Iskold is based in New Jersey and his six employees work remotely around the world.