LucidMedia DSP offers preemptive brand safety

"...We believe the value to be unlocked is significant, partifularly as traditional offline brands become more comfortable with the genuine accountability that preemptive brand safety can provide," said Ajay Sravanapudi, CEO and Founder of LucidMedia. "Preemptive protection for brand advertisers is hard to do, but we believe it's absolutely critical for advertisers and agencies to have this capability, especially for traditional big brands to more fully trust and embrace online advertising while increasing efficiency."

The platform pre-screens online inventory, detecting potentially inappropriate content through thousands of categories. Marketers set their own criteria for what is or is not objectionable, depending on the brand's promise to consumers, giving brands more control over what can and cannot be accepted into the system. Some advertisers, for example Pillsbury, will have more criteria for objectionable content than, for example, Victoria's Secret. By blocking content according to a brand's preferences, the way is cleared for more targeted and sensitive advertising.

Since launching the demand side platform earlier this year, LucidMedia has partnered with AlmondNet, eXelate and BlueKai to share targeting information with marketers. Through better targeting and now with brand protection in place, direct marketers should have more control in the online space.

Demand side platforms aren't new to the online space, but more and more brands are turning to DSPs because of the decreased marketing costs associated with creating, launching and adjust ad campaigns on their own.

Tags: brand advertising, brand safety, demand side platform, LucidMedia, online advertising, online content