WebKnowHow
Monday, August 14, 2006; 03:03 AM
Right Media, creator of the Right Media Exchange advertising platform, has developed what it called the industry’s first comprehensive system to automatically detect harmful applications and inappropriate content in online advertising. Currently in beta release, Media Guard aims to reduce the growing threat from dangerous applications and software transferred through online ads. Additionally, the system utilizes a detailed manual classification system to monitor creative content.
Media Guard was designed to block advertisements that contain viruses, trojans, initiation of Active X and exit pop-ups. During its initial test phase in July 2006, Media Guard scanned over 50,000 creatives 5 million times worldwide and discovered 17 different types of hidden viruses. To add an extra measure of protection and control for publishers, a manual review applies uniform standards to creatives by using over 160 attributes and classifications arranged categorically.
“Malicious content delivered through advertising inhibits the liquidity of the market, yet it has been largely ignored by the industry because there was no simple solution,” said Michael Walrath, CEO of Right Media. “We want to solve the problem and address the issue head-on. After a year of development and investment of significant resources, we’re excited to have Media Guard in the market.”
Media Guard tests every creative that flows through the Right Media Exchange, a common and transparent marketplace in which ad networks, advertisers and publishers trade over two billion impressions daily. Media Guard is available to the more than 11,000 buyers and sellers interacting on the Exchange. Right Media said it will continue to invest in Media Guard in order to build out further protections for both advertisers and publishers.
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