Report Cites Invisible Traffic and Inappropriate UCG as Top Risks to Brands

NEW YORK, Feb. 1 /PRNewswire/ -- AdSafe Media, the rating standard of online media, today released its fourth quarter analysis of the online display advertising industry. The report, available at www.adsafemedia.com, provides a comprehensive review of the trends and issues in the display advertising industry observed across the AdSafe platform.

The AdSafe Safety Index is an industry-wide metric that provides an objective indication of the overall safety of the online display advertising industry. The AdSafe Safety Index is based on a 0 – 1000 rating scale, with 1000 representing a high degree of brand safety.

The key findings cited in the report are:

• Q409 AdSafe Safety Index was 814
• Traffic non-transparency decreased from 58% to 18% of inventory over the course of Q4, due to successful collaboration between AdSafe partners
• 29% of traffic was served to sites featuring User Generated Content (UGC), 27% of which was deemed inappropriate for brand advertisers

According to David Hahn, VP of Product for AdSafe, "Activity for the quarter was relatively positive. The quarterly Safety Index of 814 indicates that the majority of pages we analyzed were suitable for premium brand advertisers. Of concern however, are the large percentages of "invisible" inventory and UGC we saw in Q4. Without full inventory transparency, brands and agencies are unable to understand the quality or brand appropriateness of inventory. More importantly, the large amount of UGC content is a significant concern to many of our clients with high sensitivity brands or in high sensitivity industries. As we continue to monitor activity in the display industry, we hope to help the industry as a whole address these issues and provide the safety and security that premium brand advertisers demand, in order to help attract more brand marketers to this channel."

About AdSafe Media

AdSafe Media is the rating standard of online media. With AdSafe's preventative Brand Protection Firewall, marketers' advertising only appears on sites with content marketers deem to be consistent with their brand's image, objectives and corporate philosophy. AdSafe protects brand equity by mitigating risk of damaging brand adjacencies, reduces costs and improves response rates to campaigns across the web. For more information, visit www.AdSafeMedia.com.

SOURCE AdSafe Media

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