Crossword Genius

Toothpaste-endorsing org (3)

Ross

I believe the answer is:

ada

(Other definitions for ada that I've seen before include "Programming language" , "Novel by Vladimir Nabokov" , "- Lovelace, Byron's daughter & computer pioneer" , "Computer language; girl's name" , "-- Lovelace, pioneer in computing" .)

I've seen this clue in the LA Times.
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