White list development for clients
- We work with each agency to build a content strategy for your specific campaign’s
objectives and brand sensitivities.
- We serve impressions for brand campaigns only on known good sites – the Rocket
Fuel White List.
- We proactively filter inventory at the source when we build a brand-safe site list for a campaign.
- We continuously verify our inventory partners’ site lists and categorization
methodologies (adult, user-generated, etc.).
We filter out impressions from unsafe URLs in real time
- Our Ad Server filters out and eliminates URLs with known “bad” keywords in real-time.
- We coordinate with our partners to eliminate and “black list” traffic from known bad
sources.
- We work with 3rd party vendors to continuously add to this “black list,” and evaluate new partners often.
We analyze and review sites where impressions are served
- Our technology builds, categorizes and maintains a list of sites where we serve
impressions.
- We manually review and approve new sites before including on brand-safe
campaigns internally and with 3rd party vendors.
- Once a site is flagged as inappropriate, we stop serving any ads on it automatically,
and coordinate with our partners to stop receiving traffic from these sites.
We leverage leading inventory quality tools from AdSafe
Rating:
- AdSafe’s rating methodology combines best-in-class analytical services with
proprietary heuristic technology to provide the industry’s most robust and accurate content rating platform. Using this content rating platform, AdSafe analyzes billions of URLs across multiple categories and assigns content ratings by category for each page.
Monitoring:
- By passively integrating with Rocket Fuel’s existing network infrastructure, AdSafe provides unbiased monitoring of network traffic and analyzes the AdSafe Rating profile of impressions served to network clients. Using this data, AdSafe identifies campaign trends and issues, allowing Rocket Fuel to classify publishers and optimize inventory.
Reporting:
- AdSafe develops and delivers detailed network traffic reports and analysis which track trends, inventory performance and publisher compliance within the Rocket Fuel network. Reporting data is provided on the network, client, campaign, brand and publisher level, allowing us to efficiently classify inventory and match it to your requirements to avoid any potential issues.
3rd Party Enabled Functionality
Any campaign may use multiple additional 3rd parties and can include:
- Real-time scanning and alerts of inappropriate content
- Keyword detection
- Site indexing and scoring
- Human review
- Site auditing – exactly where an ad was shown
Specific 3rd Party Implementations
Rocket Fuel continues to evaluate and implement 3rd party vendors to ensure
brand-safe content:
- Double Verify
- Click Facts
- Project Sunblock
- Ad Pepper
- Many more...
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