Launched in May 2009, AdSafe Media uses algorithmic modeling and human verification to rate and verify the brand safety of content on commercially supported Web pages via a proprietary system. The rating then allow advertisers to properly place display advertising campaigns of sites.
AdSafe plans to open its Content Rating API late this year to integrate with real-
time-bidding and demand-side ad platforms, giving advertisers information and data about the brand safety of every impression available for purchase.
The company recently released a report that provided an analysis of the key display advertising brand safety metrics and industry insights, which shows that 47% of traffic was served by exchanges, real-time-bidding (RTB) or demand-side (DSP) platforms. According to the report, premium brand advertisers seem to be shifting a larger percentage of their display adverting spending to exchanges, RTB and DSP platforms because of increased media efficiency and broader reach afforded by these channels.