NEW YORK – AdSafe Media today announced that it is one of four content verification (CV) tools to receive a public certificate of capability from ABC (Audit Bureau of Circulations), the industry body for media measurement.
ABC sought to review the capabilities of CV tools in the industry. The goal was to increase transparency into the ability of CV technology to reduce the risk of misplaced advertising. AdSafe Media was one of eight companies to submit its technology for review. Each was tested for its ability to block, in real-time, any content deemed unsuitable for the ad campaign, including rival brands and word associated with obscenity, illegal content, violence, spyware, etc.
AdSafe’s content rating system is the only solution that automates the brand safety, viewability, context and engagement potential of web pages on the individual page level. It goes beyond verification with a proactive solution that blocks ads from appearing on inappropriate pages, rather than simply reporting the problem. Since launch in 2009, AdSafe has led the digital advertising industry in moving the formerly defensive nature of brand safety into a new position of predictive ad decisioning.
“We commend ABC for providing clearer insights for brands into the CV tools and capabilities that fulfill the promise of brand safety and promote greater confidence in traditional media buying channels as well as the quickly growing RTB channel, and we are excited to see the industry adopt CV standards,” said Scott Knoll, CEO of AdSafe Media. “As the largest provider of brand safety solutions in Europe, we’ve been committed to brand protection for years, and this certification will help us further expand our footprint and momentum in the area as we spearhead the next generation of predictive technology and tools for brand safety and ad viewability.”
“AdSafe deserves recognition for being one of the first of four companies to take a proactive approach to showing how their CV product is reducing the risk of ad misplacement online,” said Richard Foan, group executive director of communication and innovation for ABC. “The ABC stamp of trust has to be earned through independent audit. I have no doubt that our industry will recognise this when it comes to making informed product choices.”
For more information or to download the Content Verification Technology Review, visit: http://www.abc.org.uk/Products-Services/Processes-Systems/Content-Verification-CV/.
About AdSafe Media
AdSafe Media is the digital advertising industry’s recognized leader in brand protection and ad engagement data. Its content rating system is the only solution that scores and evaluates the brand safety and context of web pages on the individual page level. AdSafe’s suite of real-time data feeds for RTB provide the only predictive ad viewability information, brand safety ratings, and contextual analysis to better inform brands’ / DSPs’ purchasing decisions through trading platforms. AdSafe is headquartered in New York City with operations in San Francisco and London.