Ad Tech from an Insider: The Necessity of Safety Verification

Posted by on Jun 20, 2012

Our last entry touched on a page-level safety study we conducted with third party data. The study generated some surprising and unexpected results. The kind of results that call into question the necessity of ad-blocking technologies altogether. Here are some of the numbers: Of the 38,000+ pages checked for safety, only 393 (1.02%) pages would have been...

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Ad Tech from an Insider: Quality and Safety

Posted by on May 31, 2012

The Internet is a digital recreation of real life. For that reason, it can be a scary place, and yes, bad things have happened on good sites. No matter how much we believe in site-level intelligence, we understand the comfort that comes with page-level blocking technology. That is why we also took a look at page-level safety data and its relationship with...

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Ad Tech from an Insider: Quality and Context

Posted by on May 30, 2012

We have established that the quality of online environments should be judged the same way as it is associated with the ads within it: as a site. But how important are site ratings when a brand is interested in contextually targeting specific content within a page? Contextual targeting is common and very successful practice in many forms of advertising....

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Ad Tech from an Insider: Page v Site Level Quality

Posted by on May 29, 2012

In our last blog entry we discussed the fact that brand association is tied to publishers on a site level – that worrying about page level safety, while possible and more granular, is not actually better than focusing on finding the right top level domains. Today, we want to go into more detail on the importance of site- versus page-level...

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Ad Tech from an Insider: Brand-Publisher Association

Posted by on May 23, 2012

New York’s tech industry has rightfully been receiving praise from Mayor Bloomberg and others the past couple weeks for becoming second only to Silicon Valley for technological innovation. But when it comes to ad tech, how well are we really doing? Over the next couple weeks we want to cover some common misconceptions and misled practices in ad tech...

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Myths and Measurements – Viewable Impressions

Posted by on May 8, 2012

Andy Lerner recently sat down with John Ebbert at AdExchanger for a Q&A about the the state of ad technology and Trust Metrics’ role within it. One of the questions asked was about the recent infatuation with “viewable impressions.” Today, we want to go into a little more detail about Andy’s response to that question, because...

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