Very simply, Media Guard is a new component of Yield Manager that we are developing to regulate the creatives and sites that flow through the Yield Manager marketplace. As traffic through our marketplace has rapidly increased, we have realized that we need go beyond the user-defined descriptions that advertisers, publishers, and networks apply to their creatives and sites, as even a few fraudulent descriptions destroy the trust and efficacy of the marketplace.

Media Guard will be a part of the Yield Manager platform that will increase the detail and accuracy of the descriptive features for creatives and sites. As we envision it, Media Guard will have two components that will be developed in phases.

1. The first phase of Media Guard will work with creatives and have an automated portion, where certain quantifiable attributes will be screened for, such as file size or pop up ads, and also a human review, that will check for more qualitative items, such as the content of the offer or the amount of flashing in the creative.

2. The second phase of Media Guard development will offer a capability that works with publisher sites and will have a human review that will screen these web pages’ content based on a quantitative and qualitative criteria list.

We will work with many different parties in the industry to help develop and further refine these products and the different screening criteria, in order to build the most robust and effective product possible. Once Yield Manager has this new functionality it will enable all parties to trust Media Guard’s objective, third-party classification of creatives and sites on the platform.

This entry was posted on Monday, February 6th, 2006 at 4:17 pm and is filed under Media Guard. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.