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BizReport : Blogs & Content archives : September 21, 2010

Burst taps The Media Trust for malware detection

With online ad spending set to reach record levels over the next few years, marketers are seeing green. They should be seeing yellow, however, as in caution. In addition to more brands, marketers and consumers in the online space there will also be more fraudsters. A partnership between Burst Media and The Media Trust may give marketers some peace of mind when it comes to advertising.

by Kristina Knight

Through the partnership, Burst Media will implement The Media Trust's technology to find malware before harm can be done to the brand or to the consumer element.

"Malware is an insidious problem on the Internet and consumers have a heightened awareness to it," said Jesse McGranahan, Senior Vice President of Operations with Burst Media. "We have implemented vigilant processes to detect and prevent ad creative infected with malware from running on our network. [This partnership] will allow us to enhance our detect and disable infected campaigns."

According to information from McAfee the first half of 2010 was the most active six month period for malware detection. More than 10 million new malware pieces were found in Q1 and Q2, with portable storage device threats the most common.

What this means for marketers is that there is more to deal with than simple ad placement. The websites in which brands advertisers can be susceptible to malware, phishing or click fraud; installing technology like that from The Media Trust can give brands piece of mind about their online advertising efforts.

"Malware operators are utilizing increasingly sophisticated methods of targeting and malware delivery," said Chris Olson, CEO of The Media Trust. "We...are committed to working with [Burst Media] to combat the malware threat and ensure the quality of advertising campaigns they offer publishers."

Burst will use The Media Trust's technology to scan for malware, giving quality assurance to both publishers and advertisers within the network. If malware is found, the campaign can be quickly disabled until the problem is solved, thereby protecting both the software of the publisher, the consumer audience and the advertiser.

Tags: Burst Media, click fraud, malware detection, McAfee, online advertising, The Media Trust

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