LiveRail, Google Make Publisher-Side Ad Blocking Announcements

 Internet News, Marketing
Jul 062012
 

Presumably, no Democratic candidate wants to appear on the conservative Breitbart website, and no cruise line wanted its ad to accompany a story on the January Costa Concordia cruise ship disaster, but both have happened. Both Google and LiveRail, the the real-time video ad platform for publishers, networks and agencies, made announcements on Tuesday about ad blocking technology that allows publishers to filter “inappropriate” or simply ill-suited ads from ther pages.

LiveRail unveiled its “Checkpoint” tool that lets premium video publishers control which advertisers and video creatives are delivered within their private exchange or real-time bidding (RTB) environments, with the ability to block unwanted ads before serving them to a viewer.

The technology allows publishers to quarantine and block potentially inappropriate ads from categories like alcohol and tobacco, or those containing violent or risqué content, which may have otherwise been served to viewers from third-party buyers like ad networks and DSPs.

MORE: LiveRail, Google Make Publisher-Side Ad Blocking Announcements – MarketingVOX.