Lijit’s New Inventory Packaging Enables Granular, Cost-Effective Targeting for Media Buyers on the Lijit Exchange
Page-Level Site Categorization Backed by Comprehensive Brand Safety Makes Programmatic Buying Easy
Boulder, Colorado (PRWEB) August 16, 2012
Lijit Networks, Inc., a wholly-owned subsidiary of Federated Media Publishing, today announced new inventory packaging capabilities and brand safety measures implemented on the Lijit Exchange to help brand marketers granularly and cost effectively target consumers.
In addition to new in-house optimization processes, Lijit is working with Peer39 to provide page-level site categorization to media buyers. Using Peer39, DSPs and media buyers have access to over 140 different buying categories, allowing brand marketers to select specific audiences based on the contextual relevance of each and every web page on the Lijit Exchange.
To ease the adoption of exchange-based audience targeting, Lijit has implemented proactive measures to ensure the highest levels of brand safety. Working with companies such as AdSafe, Double Verify, Adometry, and MediaTrust, new and enhanced initiatives include malware detection, fraudulent activity detection (e.g. bots), as well click fraud detection. These initiatives ensure brand safety and secure ad delivery on the sites in the Lijit Exchange as well as within the creative itself.
For example, each URL on the Lijit Exchange — down to the page level — is indexed and scored based on over 10 brand safety criteria, and only those that meet Lijit´s high standards are passed to the Lijit Exchange as biddable inventory. In addition, all creative is actively scanned for malware 24x7x365.
The Lijit Exchange now delivers nearly a billion ad requests per day. As the exchange continues to grow, Lijit will remain at the forefront of recent evolutions in the online advertising industry. One example is Lijit´s effort to implement tools and processes for tracking in-view metrics in compliance with evolving standards like the IAB´s 3MS initiative. 3MS is a cross-industry coalition committed to developing brand-building digital metrics and cross-platform measurement solutions.
“Network hygiene is a top priority at Lijit and we are constantly looking for new, proactive measures to put in place on our exchange to ensure that we offer only the highest quality content on the Independent Web,” said Tom Hart, Vice President of Advertising Operations at Lijit Networks. “With a network as large as Lijit´s, it is imperative that we provide media buyers with peace of mind that their creative will be securely delivered to the right consumers in a brand-safe environment.”
About Lijit Networks, Inc.
Lijit Networks, Inc. is a wholly-owned subsidiary of Federated Media Publishing. By providing innovative advertising services, audience analytics, and reader engagement tools to over 125,000 sites, Lijit helps online publishers grow their website, build their business and make more money. Lijit connects publishers with premium online advertising campaigns that are highly targeted and contextually relevant to the publisher´s audience. Learn more at http://www.lijit.com.
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