The 3MS Initiative brings together the ANA (Association of National Advertisers), IAB (Interactive Advertising Bureau), MRC (Media Rating Council) and 4A’s (American Association of Advertising Agencies), managed by Bain Consulting, in a joint venture to attract brand dollars online by moving from a “served” impression standard to a “viewable” impression standard. AdSafe joined the team last year, and we’ve been working actively on the initiative. This month, we’ll participate as an approved vendor in live pilot campaigns with our clients...

Ad viewability has long been suspected to be a huge issue, and the advertisers and agencies have tried to limit advertising campaigns to “above the fold” placements only. Due to poor understanding of the definition of this term, even self-declared “above the fold” inventory is often of doubtful quality and limited quantity. Recently, both AdSafe and comScore reported results on the viewability of the ads. Panos Ipeirotis, an Associate Professor at the Department of Information, Operations, and Management Sciences at NYU's Stern School of Business, the Chief Scientist at Tagasauris, and one of AdSafe’s trusted advisors – analyzed both reports...

It makes sense that brands want competitive separation. It’s a request that was responded to with ease in the days of print, as it isn’t too hard to ensure that competitors’ ads are kept 10 pages apart in a magazine. However, Competitive Separation is simply impossible to carry over to digital—there’s no technological answer to the problem. Nonetheless, there are plenty of companies offering a Competitive Separation service that they can’t deliver...

Here at AdSafe, we’re leading the way in improving the online advertising ecosystem, but what’s lesser known is the way we’re changing the way the industry celebrates success. On Thursday night, an intimate group of friends of AdSafe made their way to Cibar in Gramercy after receiving an invitation to our Super Secret Party...