LiveRail Lets Publishers Block Video Ads from Exchanges
Checkpoint service offers publishers granular control over the types of ads that get served with their content.
Video advertising platform LiveRail launched Checkpoint today, a tool that lets publishers stop unwanted ads from reaching their viewers. Available for premium video publishers using private exchanges or real-time bidding environments, Checkpoint lets them block ad categories, such as those for alcohol or cigarettes, or those with adult or violet content. The technology can also block ads that conflict with those from direct sales partners.
The idea is to remove the potential problems that stop premium advertisers from using real-time bidding environments. Using Checkpoint, premium content owners can take advantage of networks for unsold inventory, without worrying about infringing on direct-sold campaigns.
"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," says Mark Trefgarne, LiveRail's 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."
LiveRail is based in San Francisco, California, with additional offices in New York City and Romania. The LiveRail platform is used to stream 3 billion video ads each month, the company says.
Citing strong advertiser demand for mobile ad opportunities, LiveRail extends with HTML5 video support.