Leveraging Sense Engine technology, SiteScreen reads and processes the meaning of web page content to identify potentially controversial material before serving an ad. Wherever Web page content is identified as containing inappropriate material, as determined by ad pepper clients, an instruction is sent to the ad server to block the delivery of online advertisements to that page. This thwarts potential brand damage that companies can suffer when their ads run along side unsuitable content. Web page content is rated against 12 categories – Adult, Alcohol, Swearing, Bad News, Drugs, Extreme Views, Gambling, Nudity, Peer to Peer, Tobacco, Violence and Weapons.
Unlike other brand safety advertising solutions on the market, the SiteScreen Network does not fence off sections of the Internet and define them with blanket categorizations of “safe” or “unsafe” for advertisers, but instead the network allows advertisers to explore the richness and diversity in content across the whole of the Internet.
First made available in the U.K., SiteScreen is used by advertisers such as Barclaycard, Sony Ericsson, ING, Ask.com, Virgin, Fiat to protect their brands online. Additionally, clients of global agencies including Mediacom, Universal McCann, Mindshare, OMD and Media Planning benefit from the product.