New York-based semantic web startup Inform Technologies hired Joost’s former chief executive Matt Zelesko as its new chief technology officer, where he’ll guide the company’s long-term technology strategy.

Joost was a much-hyped online video startup from Skype co-founders Janus Friis and Niklas Zennström that ultimately ended up selling most of its assets to Adconion Media Group last fall. Zelesko led that deal.

“Media publishing is undergoing a dramatic transformation as content moves online, presenting a tremendous opportunity for publishers who adapt quickly.  Inform has a strong portfolio of premium publishers who understand the opportunities and the role that technology will play in their future success,” Zelesko said in a statement. “I look forward to working with this outstanding team as we leverage our proven semantic technology and new innovations to capitalize on the substantial opportunities ahead for our customers and our company.”

Inform works with professional media publishers like CNN and Conde Nast and uses artificial intelligence and natural language processing techniques to link and add context to their content.