TubeMogul Launches BrandSafe Protection for Video Advertising in Partnership with Proximic

Emeryville, California (EastBayDaily) — TubeMogul, the fastest-growing media buying platform for video advertising, announced its BrandSafe “triple screening” technology for brand security today.

The new suite advances TubeMogul’s early momentum in making the world of real-time media buying, often associated with low quality ad inventory, among the safest and most effective ways for brand advertisers to make an impact with online video. The toolkit includes three layers of safety: SiteSafe for site-level quality screening, PageSafe to identify inappropriate content at the page-level and PlaySafe to block imitation pre-roll ads that auto-play on web pages where the viewer did not intend to watch a video.

SiteSafe is the first and simplest line of defense. Before a site is added to the over 30,000 sites available to choose from on TubeMogul’s platform, it undergoes a curated screening process. A team of editors continually reviews every site for content quality, splitting each site into one of four tiers, from clear “tier one” sites like top television broadcasters to more niche “tier three” sites. Fraudulent, misleading and generally less-premium sites, while they may be available from exchanges and platforms, are not approved for TubeMogul’s platform.

PageSafe integrates Proximic’s real-time, page-level analysis into media buys. Before TubeMogul bids on an impression, every page is categorized by Proximic to make sure it matches a specific content category; any objectionable content is also flagged in real time. If objectionable content is found on the page, TubeMogul does not bid on the available impression. The integration is the result of an extensive market test after which Proximic was chosen as a preferred partner due to its superior performance in flagging the broadest range of inappropriate content.

PlaySafe uses proprietary technology to detect ad unit and video player size and other attributes to determine whether the unit is true or fake pre-roll. Fake pre-roll includes pre-rolls auto-playing within small and below-the-fold video players as well as within banner ad spaces. In both of these cases the viewer has no intention to watch the video — they simply loaded a website. To date, PlaySafe has blocked over 653 million fake pre-roll impressions.

As always, TubeMogul puts brand advertisers in complete control. At the outset of a campaign, marketers select the exact sites and quality tiers they want their video ads to run on. They can also select what types of page content they are comfortable with their ads appearing beside. From there, marketers have complete transparency and can optimize based on the latest site-level data on impact in real-time.

"TubeMogul is an early leader in real-time video advertising and we are very impressed with their platform which is specifically tuned to what brand advertisers care about when executing their video buys,” said Philipp Pieper, CEO of Proximic. “By integrating Proximic's accurate page-level data, buyers will be able to incorporate context into their buying decisions and be assured of content quality. TubeMogul’s platform will now be among the safest — and most effective — on the market.”

“Even on top sites, certain content can be objectionable and this three-pronged approach provides the strongest protection for clients,” said Brett Wilson, CEO of TubeMogul. “Marketers deserve a media buying platform for video that thinks as highly of their brand as they do, and this ensures we can — in triplicate.”

About TubeMogul TubeMogul is the only video marketing company built for branding. By integrating real-time media buying, ad serving, targeting optimization and brand measurement into its PlayTime platform, TubeMogul simplifies the delivery of video ads and maximizes the impact of every dollar spent by brand marketers. Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Chicago and Los Angeles.

About Proximic: Proximic is setting the new standard for contextual analysis and real-time brand safety in display, video and mobile advertising. Known for its platform’s incredible flexibility in meeting the very demanding needs of major advertisers and buying platforms, Proximic’s page-level data services is improving media planning, buying and post campaign analysis around the world. Proximic is a privately funded company and is based in Palo Alto, California.


David Burch