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BizReport : Advertising archives : June 02, 2011

DoubleVerify release allows brands to block some pages

Knowing when and where your ad will appear on the Internet can be a stresser for online brands, but a new release from DoubleVerify offers not only the ability to determine when and where but the ability to block ads from appearing within certain websites or pages. Called BrandShield, the platform allows brands to block ads from appearing at page- or geographic levels.

by Kristina Knight

This ability should help brands better control who sees the ads as well as the safety of the content surrounding the ad. Better control means more targeting, which has been shown to be a big factor in consumer engagement.

What do page and geo blocking options offer that domain blocking does not? Blocking by domain would negate every page within a website, where geographic or page level blocking would only block certain, questionable pages. This gives publishers and advertisers more options in ad placement.

"Page level ad blocking will provide advertisers with the highest level of brand safety and compliance, even on sites that contain a mix of different content types, while allowing ad networks and publishers to better monetize ad inventory," said Oren Netzer, CEO of DoubleVerify. "To boost transparency and accountability in the industry, we've built our solution to specifically address this problem. With DoubleVerify delivering a 96% see-through rate, the rate at which ad impressions can be accurately located and verified, we can evaluate site and page content and make the best real-time judgment to protect an advertiser's brand. The precision in the technology protects the interests of all companies in the online ad ecosystem."

According to DoubleVerify, one online publisher actually increased the number of ad impressions serves after utilizing page level blocking rather than simple domain level blocking.

The geographic blocking tool may be the most useful, especially to smaller, regional brands. By blocking websites or pages which fall outside of their territory, these brands can better focus on their local customers. Conversely, larger brands could utilize geographic blocking to serve a campaign targeted to consumers in Georgia or Alabama, ensuring that consumers in California wouldn't see ads which weren't relevant to them.

Tags: ad placement, brand security, brand-safe content, online advertising, online publishing, page-blocking

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