Guarded On Direct Media Exchange
November 14th, 2006
I am pulling an article out of the vaults today from…June 2006: The Jensense Blog’s reference to adult content ads running on family sites due to an advertiser’s ‘oversight’. What’s really sad is the comments that some people leave below the article. Shouldn’t publishers have some sort of accountability mechanism available? Or at least a place where they can be heard as a group? (forums for a start...)
We hear about this kind of thing all the time…it didn’t start with the Super Bowl, and it happens a ton more on the web: too much information, coming at you, too quickly. How do you filter it?
Your options are limited. I have a child so I’m concerned about what he might see while looking with Mom at pictures of Winnie the Pooh on someone’s site. And there are other situations where you might merely want to control ads in another way– maybe per website.
And that’s why we created Media Guard. When ads come in, this feature on Direct Media Exchange automatically looks for ‘malware’–viruses, and the like. Furthermore, any ad that would come through is audited–twice! 2 humans watch and ‘classify’ ads.
But wait…it’s a bird, it’s a plane? No…it’s Cameron!
He’s one of the oldest of old timers here at the offices in Eugene, Oregon.
Cameron is playing a more unique, opposite facing role—he and his team are rating the ’sites’ themselves for our advertisers.
OK…if you’re an advertiser and you want to send a type of ad for a certain kind of audience (channel), why would you want to send adult focused ads to a family site? Well, Cameron’s team is taking a larger hand in ‘tagging’ sites of publishers that come into DMX and the Right Media Exchange as a whole. He and his team flag them if they are dangerous (websites that spread spyware, for example) or if they are too explicit. We may even have more auditors coming on board. Under his tutelage, they are accommodating our growing user/network base (keep your eyes posted on our job boards, people). Auditing is actually a pretty fun job from what I hear from Shane and Joe, our current auditors.
See, we’ve got you covered on both sides.
Thanks, auditors. And thanks, Media Guard.
March 26th, 2007 at 6:07 pm
[…] Some of this is also due to an increased efficiency around our creative auditing strategies. While these strategies may be faster, they do not compromise our standards around auditing of creatives: every creative is still seen by two people. And if those two people disagree, it goes into arbitration. In the end, you get what you choose in your Media Guard settings. No one else out there in the advertising world really has something comparable to the power of Media Guard. […]
May 11th, 2007 at 8:17 pm
[…] He spoke with the same passion about our exchange as well. His favorite part of Direct Media Exchange is, not surprisingly, our Media Guard tool. He was impressed by the level of granularity around creative categories, like being able to easily filter out creatives that contain ‘audio initiated by user’. Media Guard also has presets filter levels to make it down-right simple, but being able to drill down and customize is a bonus for Wayne. […]