LiveRail Launches 'Checkpoint' Publisher-side Ad Blocking Technology
Jul 09, 2012 (Close-Up Media via COMTEX) -- LiveRail, a real-time video ad platform for publishers, networks and agencies, has unveiled "Checkpoint," a tool that lets video publishers control which advertisers and video creatives are delivered within their private exchange or real-time bidding environment, with the ability to block unwanted ads before serving them to a viewer.
According to a release, the technology allows publishers to quarantine and block potentially inappropriate ads from categories like alcohol and tobacco, as well as ads containing violent or risque content that may have otherwise been served to their viewers from third-party buyers like ad networks and DSPs. Checkpoint also provides increased safeguards against potential channel conflict with publishers' direct sales partners.
Using Checkpoint, video publishers can utilize RTB without fear of sales channel conflict. The solution can be leveraged to remove potentially competitive ads and ensure direct-sold campaigns maintain product exclusivity across the site.
"Real-time bidding adoption is growing within the online video landscape, making it easier for publishers to monetize their video content while giving advertisers scale across multiple sites," said Mark Trefgarne, LiveRail CEO. "This new technology is designed to alleviate any fear publishers may have that RTB equates to less control over what appears on their sites by giving them granular control, down to the creative level, across all the RTB buyers they work with." ((Comments on this story may be sent to [email protected]))