Web TV firm introduces ad blocking technology
In the same week online video network SpotXchange claimed a first by making all of inventory available via real-time bidding, rival The Video Network has claimed to be the first to introduce technology that blocks video ads from running on the wrong websites.
The technology scans around URLs and classifies them according to which videos are ‘safe’ to run on certain sites.
“Our new arrangement with comScore AdXpose extends our existing brand protection services and means we can guarantee brand safety as the medium matures,” said Peter Ostick, TVN’s co-MD.
TVN claims to be the world’s first video network to use this technology, which has been developed by AdXpose, an ad verification company recently acquired by ComScore.
Check out http://brandsafe.tv to see ad-blocking in action!
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Ummm really? They are the first video network to use ad blocking technology? I guess this isn’t a news site so no need for fact checking. Bright roll, tremor, doubleverify. Google them.
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Hi Kyra – from our research TVN is the only network able to block ads within the in-stream format. Ad-blocking requires javascript access into the player, no other network (that we’ve found) has that capability. They may have used ad-blocking functionality for in-banner video? If you have any questions or would like more info, email us!
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This is not new technology. YuMe is another supplier that has this. The real topic for conversation should be surrounding full front end site transparency when buying on an ad network. That is something not as often offered in market.
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