Prevents Ad Impressions From Being Served Based on Key Media Quality Attributes
NEW YORK, NY – Integral Ad Science (www.integralads.com), the leading global provider of actionable advertising intelligence for buyers and sellers of digital media, today announced that it has been granted a patent for its Firewall ad blocking technology. A core component of Integral’s media quality solutions, the Firewall enables companies to proactively prevent ad impressions from being served based on a variety of pre-set media quality attributes, including fraud, brand safety, and geo targeting, ensuring that advertisers only pay for the impressions that closely align with their media quality goals.
Advertisers and agencies utilize the Firewall technology to ensure that their media placement meets the media quality and brand safety attributes that are important to them. The Firewall technology is incorporated into the ad tag. When publishers attempt to load an ad onto a webpage, the Firewall technology determines if the content of the page meets the advertisers’ unique predetermined criteria. If the criteria is met, the ad is served. If it does not, the ad is blocked and returned to the publisher for re-delivery. This process occurs in real-time across more than two billion ad impressions each day. The Firewall technology fits in the operational flow of the advertiser and is cost efficient, as advertisers don’t pay for ads that are blocked.
“Integral’s Firewall technology is an important tool for marketers to improve performance and maintain quality control over the brand’s image and reputation in the digital world,” said Scott Knoll, CEO of Integral Ad Science. “Receiving this patent is important to Integral as it protects our innovation and provides a competitive advantage. We will continue to invent new technologies that empower buyers and sellers of digital media to maximize their presence online with minimum hassle and a cost efficient way.”
Integral launched the industry’s first preventative brand safety solution in 2009. The company was awarded a patent for its unique methodology that is key to eliminating wasted ad impressions through the preventative blocking of harmful and/or low-quality ads before they are ever served, and before an advertiser pays for them. This technology powers Integral’s Firewall blocking solutions for brand safety, fraud detection and geo targeting.
About the Patent
IAS was issued US Patent # US 8,595,072 B2 (Content Management Systems, Methods, and Media using an Application Level Firewall) surrounding its application level firewall technology. This application firewall technology provides proactive determination as to whether online advertisements should be displayed based on content and various other methods. This patent is an instrumental component of the Integral Ad Science Firewall product, which is the best-in-breed preventative blocking solution, providing safety and transparency at industry-leading levels of accuracy.
About Integral Ad Science
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (True Advertising Quality), a first-of-its kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ score supports an advertisers’ ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, London, Tokyo and Sydney. Learn more at www.integralads.com.
