The online video ad network space has earned something of a reputation for murkiness, which has helped fuel interest in a string of ad verification companies that aim to ensure brands' ads run where they are supposed to.
ScanScout, one of the growing players in online video, already claims that its technology can prevent an advertiser’s ads from running alongside questionable content. But to take things a step further, the company says it will now be fully transparent upfront with its advertisers about what sites their campaigns will appear on.
Buyers can now peruse ScanScout’s lists of hundreds of partner sites -- which include MLB.com, NBC and Fox sites, as well as Gannett and Warner Bros. Web properties -- picking ahead of time where they’d like their clients' ads to run.
That, says ScanScout evp Jason Krebs should take a lot of the uncertainty out of buying online video -- and help risk-averse traditional brands embrace the medium. “Brand dollars have stayed away from the space,” he said. “We want to help brands figure out upfront what they are buying.”
