Gives Premium Publishers Granular Control Over Which Advertisers and Ad Creative Appear Within Their Video Content
SAN FRANCISCO – LiveRail, the first real-time video ad platform for publishers, networks and agencies, unveiled “Checkpoint,” a groundbreaking tool that lets premium video publishers control which advertisers and video creatives are delivered within their private exchange or real-time bidding environment, with the ability to block unwanted ads before serving them to a viewer.
The technology is the first of its kind, allowing publishers to quarantine and block potentially inappropriate ads from categories like alcohol and tobacco, as well as ads containing violent or risqué content that may have otherwise been served to their viewers from third-party buyers like ad networks and DSPs. Checkpoint also provides increased safeguards against potential channel conflict with publishers’ direct sales partners.
Using Checkpoint, premium video publishers can utilize RTB without fear of sales channel conflict. The solution can be leveraged to remove potentially competitive ads and ensure direct-sold campaigns maintain product exclusivity across the site. LiveRail has partnered with many of the world’s largest RTB video buyers to pioneer the Checkpoint standard, ensuring cross-compatibility between their buy-side platforms and LiveRail’s new publisher toolset.
The publisher ad block technology is the latest example of LiveRail’s commitment to buy- and sell-side brand safety in online video advertising. LiveRail’s Video Brand Safety Alliancelets advertisers take advantage of technology partnerships for the highest degree of safety available for in-stream video placements. Existing partners include DoubleVerify, comScore validated Campaign Essentials, Affine, Evidon, TRUSTe, AdSafe, BlueKai, Proximic and Exelate.
“Real-time bidding adoption is growing within the online video landscape, making it easier for publishers to monetize their video content while giving advertisers scale across multiple sites,” said Mark Trefgarne, LiveRail CEO. “This new technology is designed to alleviate any fear publishers may have that RTB equates to less control over what appears on their sites by giving them granular control, down to the creative level, across all the RTB buyers they work with.”
About LiveRail
The online video ad ecosystem runs on LiveRail. With over 3 billion monthly impressions (25% of all video ads) delivered via our platform each month, LiveRail is the technology behind many of the most sophisticated video advertising and media companies online. We help connect the video ecosystem, enabling publishers, ad networks, and agencies to transact more effectively and efficiently. LiveRail Inc. is headquartered in San Francisco, California, with offices in New York City and Romania. LiveRail is backed by Pond Ventures.
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