AdSafe Media Introduces Real Time Data Feeds

NEW YORK, Nov. 9, 2011 /PRNewswire/ -- AdSafe Media (www.adsafemedia.com) today announced the introduction of a robust suite of Real Time Data Feeds, which provide AdSafe's Engagement Quality Ratings, Brand Safety Scores and Contextual Relevancy data feeds directly into the auction process -- pre-bid -- for the industry's most complete and accurate picture of RTB inventory. AdSafe's Real Time Data Feeds allows advertisers and DSPs to make better-informed bidding decisions and Publishers and SSPs to optimize inventory management and pricing models.

AdSafe's Engagement Quality Ratings inform partners of the probability of their ad being in view to a user, as well as the level of user engagement and the amount of time in view. AdSafe's Contextual Relevance data provides insight into a site's contextual classifications according to IAB categories -- such as news, user generated content, media, sport, etc.

The ability to verify whether a user engages with an ad directly increases the accuracy of determining overall campaign effectiveness. With the addition of these data feeds to its existing capabilities, AdSafe provides the most comprehensive suite of protection, verification and performance data solutions available, while now further enabling advertisers to easily direct their ads to more relevant online environments, driving greater campaign scale and ROI.

"AdSafe brings increased confidence into digital advertising by generating new understanding around the context and user engagement quality of individual URLs, all while continuing to ensure preventative brand safety at the greatest level of accuracy in the industry," said Scott Knoll, CEO, AdSafe Media. "The combination and examination of these data sources is not only valuable for brand protection; it's crucial to the optimization of a sound media buying strategy."

Information on page context and ad viewability is quickly becoming even more valuable, given industry trends that AdSafe recently discovered around the specifics of ad viewability in relation to ad location. Ads served in what are considered premium, above the fold placements may not necessarily be viewed by a user depending on device type or browser settings. Alternatively, ads considered below the fold may in fact be viewed in a more contextually relevant environment -- given a specific page's content and layout, as well as how far down a page a user scrolls. With this engagement model in mind, AdSafe's new ratings metrics take into consideration web browsers, monitor sizes, screen resolutions, ad size, the placement on the page the ad is being served to, the amount of time a user spends on a page and the likelihood a user will scroll until the ad is in view.

By analyzing over a billion impressions through its systems on a daily basis, AdSafe recently identified the following metrics:

• Across all types of sites, approximately 38% of ads are never in view to a user, and nearly 50% are in view for less than 0.5 seconds.
• On average, ads are in view 1.82x longer on media sites than on news sites, and about 43x longer on media sites than on various other types of sites.
• Ads are in view for an average of 8.13 seconds on media sites, and 4.52 seconds on news sites.

The examples below demonstrate how understanding context and user engagement quality on the individual page level can be extremely beneficial in media planning:

• On one national newspaper site, ads are only in-view on page load 40% of the time, but are likely to be viewed up to 60% of the time upon the user scrolling.
• On a major portal, ads are only in-view on page load 52% of the time, but are likely to be viewed up to 82% of the time upon the user scrolling.

"On any given day, advertisers buy through RTB bids based on understanding only 20% of the inventory -- leveraging information from user cookie data. The remaining 80% of the inventory is blind -- a highly inefficient model," added Knoll. "By tapping into our data, Agencies/DSPs can now bid across 100% of auction inventory, leveraging contextual and engagement quality information. They can, per the real world examples noted above, determine if below the fold inventory is more valuable in some cases than that above the fold. Furthermore, Publishers/SSPs can price their inventory accordingly."

AdSafe Media now monitors and protects over 1 billion impressions every day across their network and exchange partners. The company ranks individual web pages on a 1-1,000 numerical scale -- the most granular system industry-wide -- measuring how brand-safe a page is across multiple content categories. With AdSafe Media's continued growth and close partnerships across ad networks and publishers, the company now has industry-leading visibility across 98% of the commercial web. Leveraging this data, analysis and visibility, AdSafe will continue to bring first-to-market information that propels the digital advertising industry forwards.

About AdSafe Media

AdSafe Media is the digital advertising industry's recognized leader in brand protection, ad verification and campaign performance data. Its Content Rating System is the only solution that scores and evaluates the brand safety and context of web pages on the individual page level. Utilizing these ratings, AdSafe's Firewall protects advertiser's brands from appearing on pages that do not conform to brand guidelines. AdSafe's suite of Advertiser, Network and Platform solutions enable realtime, actionable campaign control and optimization for brands, agencies, networks, exchanges and trading platforms. AdSafe's products work across the digital environment, driving increased performance and profits for its partners on both the buy and sell side. AdSafe is headquartered in New York City with operations in San Francisco and London. For more information visit www.AdSafeMedia.com, follow @AdSafe on Twitter, or join us on Facebook at www.facebook.com/adsafemedia.

Contact:
Harrison Wise
212-777-3235
[email protected]

SOURCE AdSafe Media