May 19, 2006
Tacoda will weekly screen content that appears adjacent to ads served over its behaviorally targeted online advertising network, the company announced. It has gotten together with Internet management solutions provider ContentWatch, which will scan the 3,500 sites in the Tacoda Audience Networks and flag those with inappropriate content for review and filtering by Tacoda.
President & COO Curt Viebranz said "Our goal is to provide advertisers with a 'clean, well-lit environment' for their marketing messages, since behaviorally targeted ads are, by design, served out of context to people rather than pages, advertisers must be reassured that their ads won't appear on pages that will in any way damage their brand."
Not only is this something I personally welcome, but have been surprised that it hasn't been more aggressively used by advertisers before.
The existing Internet environment has so much stuff out there that would represent the opposite of what a brand is trying to position itself as, that it is possible to do a lot of damage if it isn't watched closely.
These types of companies are going to do well in the years ahead as these concerns are realized and acted upon. If you are rolling out ad campaigns across various Web sites and audience networks, it would be well worth your time to check out a company that can keep the great majority of your ads where you want them.
