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BizReport : Blogs & Content archives : June 24, 2010

YuMe ups level of brand security in video space

With the popularity of social networks, user-generated content sites and the sheer amount of content available on the web, brand security has become increasingly important. It is relatively simple to know what to expect from an ad placed next to a popular television show or syndicated column in a local newspaper. In the online space, video content is more difficult to decipher.

by Kristina Knight

yume.jpgSeveral platforms are now built to secure brand advertising in the readable space, but in the video space there are fewer. Enter YuMe's ACE video platform and an increase in security measures. The security additions to the platform now help to detect content which may be inappropriate for a brand and will then prevent the video ad from rendering.

Jayant Kadambi, co-founder and president of YuMe said, "We believe that keeping brands secure in the rapidly evolving world of online video requires constant monitoring of new threats, and regular investment in technology to prevent them. Our new domain detection and proactive ad prevention capabilities are the latest element of our ongoing brand security efforts."

The added security measures will also monitor video publisher sites for inappropriate content; in some cases websites may be blacklisted because of the content posted which poses a threat to brand advertisers. Already there are 1.5 million domains which have been blacklisted because of content issues. Where syndicated content is concerned, the platform will issue quality scores so that brand marketers will have a better idea of where potential brand threats may lie.

According to comScore metrics online video viewers watched an average of 171 clips (per person) in April 2010, slightly down from March numbers. The decrease could be due to increased video viewing during the NCAA Men's Basketball Tournament, affectionately called March Madness. More than 130 billion video clips were served for the month, underscoring the importance of the medium for advertisers.

Tags: brand safety, branded content, contextual targeting, video advertising, video content, video marketing

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