Announcing Rocket Fuel’s Real-Time Brand Safety Shield

Brand Safety is a top priority for our brand advertisers and their agencies, and at Rocket Fuel we treat it as a matter of the utmost importance.  So we’re proud to announce the details on how our Real-Time Brand Safety Shield provides the highest levels of brand assurance to our clients.

At Rocket Fuel we take a proactive approach, with three layers of defense that block bad sites and pages before we ever serve a single ad on them. By building additional levels of safety and security right into our platform and processes, we ensure our technology delivers both ROI and peace of mind for brands.  We’ll have even more news in the coming weeks about the upcoming ad verification guidelines that we are helping to drive as part of a working group established to create brand safety verification guidelines. The working group is a joint effort between the IAB and the MRC (Media Rating Council).

Read More: Rocket Fuel

Casale Media Offers Advertisers Real-Time Bidding on Premium Online Media Inventory

casaleX Offers Premium Exchange for Publishers to Control and Choose Ad Campaigns; Grants Select DSPs and Agency Trading Desks Exclusive Access to Brand-Safe Inventory

NEW YORK, NY–(Marketwire – Aug 10, 2011) – Casale Media Inc., a leading premium online media company, today announced casaleX, an offering that gives select demand side platforms (DSPs) and agency trading desks exclusive access to premium inventory from leading online publishers. casaleX, the industry’s first true premium exchange with real-time bidding (RTB), expands quality advertiser demand available to its publisher partners by integrating real-time bids from select agency trading desks and demand side platforms (DSPs) while still leaving its publishers with maximum control over ad campaigns.

Casale Media is the first premium online media technology company to transform the ad exchange model into a high quality, brand-safe media marketplace. Demand partners are carefully vetted and hand-selected before integration with casaleX to ensure advertisers most appropriate for its publishers. In turn, marketers access the highest quality above-the-fold inventory from Casale Media’s premium publisher roster. Casale Media’s publishing customers utilize RTB for a head-to-head comparison between agency trading desks, DSPs and Casale Media-sourced advertisers to see who can best monetize inventory. Publishers have unprecedented control of campaigns, choosing which advertisers and campaigns can bid for inventory.

Read More: marketwire

IAB Readying Next Phase Of Privacy Self-Regulation: Compliance

The Interactive Advertising Bureau is expected to roll out the next phase of its self-regulatory privacy initiative on Monday, when it will launch a program to certify that online companies are in compliance with self-regulatory guidelines, Online Media Daily has learned.

The IAB, along with the other trade groups participating in the self-regulatory initiative, also is expected to announce that the National Advertising Review Council has tapped the start-up Better Advertising to help monitor compliance with privacy principles. Those principles — which grew out of a task force of the American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association, the Interactive Advertising Bureau and the Council of Better Business Bureaus — generally require companies to notify consumers about targeting, and in many cases, allow them to opt out; in some situations, the principles call for opt-in consent.

In addition, the “power i” icon, consisting of a lowercase ‘i’ inside an open circle — which was supposed to indicate when online ads were being served based on users’ Web activity — appears likely to get a makeover. Industry insiders say that some ad organizations were concerned that the symbol was too similar to other logos to be licensed. The slightly renovated version is likely to consist of an ‘i’ inside a triangle pointing toward the right, like a ‘play’ button.

Read More: MediaPost

Is Mobile Advertising Ready for an Exchage?

Microsoft, after a long hiatus in advertising-related announcements, unveiled two new salvos in its bid for a major role in mobile advertising: a Mobile Advertising SDK for Windows Phone 7 and a Microsoft Advertising Exchange, claimed to be the first such platform to support real-time bidding (RTB). (See details on this Microsoft blog.)

On the principle that three data points close together define a trend, here are two more:

• DataXu, a leading demand-side platform (DSP) for RTB announced last week the “industry’s first” DSP advertising solution for mobile, GroupM’s B3 (using DataXu’s decisioning technology);
• Ericsson announced that, on September 22, it will announce AdMarket, a “an open marketplace for targeted mobile advertising through which Ericsson acts as a neutral broker” (in other words, an ad exchange) – see video here.

This is all good news for the mobile advertising market, which still trails online by about $60 billion worldwide. It shows that many of the technologies and concepts innovated for the Internet can help accelerate the mobile market and potentially avoid some of the pitfalls of fragmentation and inefficiency that have at times impeded the development of web advertising (at least on the display side).

The problem, of course, is that for an exchange to work – that is, to attract a critical mass of buyers and sellers and generate enough fees to cover infrastructure and operations – there needs to be sufficient liquidity to start with. This also goes for the highly-touted targeting capabilities of mobile: they’re only valuable if the resulting segments are large enough to interest advertisers, and we still appear to be short of audience.

Read More:  Blogs.Gartner.com