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News Release

Project Sunblock releases the largest URL category database on AppNexus to verify or block real-time
Released: 10th December 2013
Publisher: Project Sunblock

London, December 10, 2013 - Project Sunblock, the content verification technology provider, has integrated with AppNexus, which offers the industry’s most powerful, open and customisable advertising technology platform, to deliver a new tool to vet or block advertising as it is bought and sold online in real-time. By integrating its content verification platform with the world’s largest URL category database, Project Sunblock is able to analyse and respond to 40,000 ad impression inventory requests every second. The new function will enable customers to make the most of Real-Time Bidding(RTB) whilst ensuring the safety of their brand online. 

Technology has fundamentally changed the way advertising is bought and sold. According to the 2013 Online Advertisers Survey Report, nearly two thirds of advertisers see improved performance (62%) from RTB, and half believe that it offers lower cost per acquisition. RTB is an effective, automated way of buying and selling individual ad impressions in real-time. But in order to maximise return on investment (ROI), brands need to ensure that what they are buying offers the most targeted placements and the best level of brand safety.

Through this integration, Project Sunblock is able to monitor and vet URLs and block bids on undesirable sites in around three milliseconds. The ability to block an ad placement before the transaction is made gives brands the power to purchase online inventory more effectively to maintain and grow positive brand associations. By combining Project Sunblock’s brand protection capabilities with AppNexus’ quality controls, customers are better able to filter sensitive content attributes and serve ads on only the most relevant inventory.

The pre-bidding service is currently available in the UK and across Europe, with plans to roll out the service in North America and Canada in early 2014.

Duncan Trigg, CEO Project Sunblock, said: “It’s Project Sunblock’s mission to address brand safety online and bring total transparency to the buying chain. The beauty of our new pre-bidding blocking service is its ability to detect what is really being offered within RTB, so that precious budget is spent only on placements with the right contextual environment. In tandem with this, it promotes brand safety by preventing advertising from appearing on undesirable or illegal locations on the internet.”

With RTB usage continuing to grow exponentially year on year, our platform enables customers to navigate the world of the buy and sell ad cycle with absolute brand protection. By integrating with AppNexus, we are giving brands and advertisers more control online so they can execute their campaigns more effectively and maximise ROI.”

About Project Sunblock
Project Sunblock is a leading brand protection solution, developed to protect brands that advertise on the internet. Providing content verification solutions in 11 languages, the company has achieved accreditation from the Audit Bureau of Circulations (ABC) and is recognised as the only tool able to react to real time changes in page content. By using IBM’s global filter database, which analyses 150 million URLs per month, Project Sunblock helps brands such as Microsoft Advertising mitigate the risk of their advertising appearing on inappropriate websites.

Project Sunblock is headquartered in the UK, with offices in the Unites States and Canada. For more information please visit Project Sunblock’s website

Further information (external website)


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