AdSafe Media, a brand verification platform, has raised $7.25 Million in Series B funding, led by Atlas Venture with participation from existing investors Founder Collective and others participating.
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.
AsSafe faces competition from DoubleVerify, AdXpose and others.