FT.com: WPP develops technology to police web ad placements
March 18th, 2010Posted by Laura Oliver in Advertising, Editors' pick
GroupM Interaction, the media agency of WPP, is hoping to overcome the problem of misplaced ads online with a new monitoring technology. Advertising networks which place aggregate banned adverts for clients across a range of sites may create clashes between the ad and editorial content placed elsewhere on the site – an oil company’s ad next to a news story on climate change, for example, the FT reports.
GroupM Interaction (…) is hoping to prevent such incidents by using “ad verification” technology, which reports back on which sites client messages are being shown, and in some cases even prevents them from appearing if the site is considered unsuitable.
Tags: ad networks, ad verification, advertising networks, Group M Interaction, online advertising, WPP
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