interCLICK Implements AdSafe’s Preventative Solution

interCLICK, Inc , today announced that it has created a dual filtration solution for ad verification by implementing AdSafe Media’s preventative Brand Safety Firewall solution. The implementation of AdSafe Media’s platform follows a successful deployment of DoubleVerify’s Brandshield technology, which interCLICK announced in January of this year. Together, these preeminent solutions create a highly complementary, unified system that provides agencies and advertisers with the most effective ad verification solution on the market today. Helping ensure that advertisers are reaching the right audiences in brand-friendly environments, AdSafe provides page-level content ratings which enable clients to preventatively protect their brands while simultaneously maximizing reach. Clients utilizing AdSafe’s Brand Safety Firewall are able to select brand-specific content ratings to ensure that only ad placements consistent with brand guidelines and insertion order requirements are served.

Read More: MarketWatch

Friendship Data: 33Across Crunches The Data

If you leave a comment on this blog post (and I hope you do), how likely is it that you’ll be interested in the most recent book I bought on Amazon? (FYI, Chess Metaphors–Artificial Intelligence and the Human Mind arrived just yesterday.) I’d say there’s an excellent chance that you would not buy that book. But even if 90% of you ignored an ad for it, advertisers would be thrilled if the other 10% clicked. In their world, a 10% click rate is akin to winning the lottery. That’s the thinking that drives 33Across, a number-crunching start-up in New York. The company, in offices perched high above the rail yards west of Penn Station, tracks social network behavior of some 115 million anonymous Web surfers in the United States. If one of them checks out, say, an office chair online, 33Across can lead an advertiser to the people in touch with that person. Maybe they forward articles to each other or comment on each other’s blog. (Another company chasing the same market with a different approach is Auren Hoffman’s Rapleaf. According to a Mashable story, the company has data on 389 million people worldwide.)

Read More: SmartDataCollective

AppNexus Is  A Real-Time Ad Platform

AdExchanger.com: Busy? What’s the hardest part of growing a successful start-up?

BOK: Yes, we’ve been extremely busy at AppNexus commercializing our ad platform with some of the most sophisticated online marketers, ad networks and DSPs in the business. Growing a successful start-up of course also means building up a team of the best and the brightest, and we’ve been able to recruit some serious talent over the past few months. We recently announced that Lauren Nemeth from Google joined us as Director of Sales and Timothy G. Smith from Vonage joined as our Vice President of Technical Operations. They are huge wins for us and we’re delighted to have them on board. We will be making more personnel announcements in the near future, but we also want the industry to know that we’re still hiring, and looking to bring on more superstars across the board, including sales, client services, engineering and marketing.

Is AppNexus solution for direct response marketers or brand?

Companies who care about performance, and leveraging data and intelligence in real-time are our main audience. We think that those goals transcend the traditional notions of direct response versus brand advertising. Our core constituents certainly include direct response oriented online marketers and ad networks but also extremely brand-conscious advertisers. We’ve invested a great deal in ensuring brand protection as a core value proposition at AppNexus. For example, we offer our clients a tiered guidebook of the available inventory on the web, from which they can pick and choose depending on their needs, so they can guarantee media quality. We’re really aggressive in the area of brand safety. Again, we don’t want to pigeon-hole the types of clients we work with, but they all fit a certain profile which is performance-driven, brand-aware, and data-driven.

How will you differentiate from other demand-side platform (DSP) competitors in the space?

We’re a real-time ad platform, and a number of our valued partners are DSPs. We prefer to get away from labels and talk about what’s unique with our model, which is that we’re the only player exclusively focused on being a true ad platform that can plug deeply into our clients online advertising businesses, allowing them to more efficiently optimize and execute what they’ve already been doing or aspire to do. The shift to real-time advertising is revolutionizing the way media is bought and sold, but it’s very expensive and difficult to manage. Think of the AppNexus ad platform as the on-ramp for companies like DSPs, direct marketers and ad networks to gain access to the real-time bidding (RTB) super-highway.

Read More: AdExchanger