Many possibilities exist for semantic technologies. Indeed, using over loaded terms correctly in a given context is a major challenge that semantics is attempting to meet, thus making it the technology of globalization. But in this column, we discuss applications that help us manage what we pay attention to: semantic attention management (SAM). Semantic technologies offer to make our niches of interest even narrower, more dynamic, and easier to manage, including giving us more fine-grained control over who gets our attention with their Internet content