CheckPoint allows publishers to block ads from specific advertisers or ad categories
The CheckPoint automated creative quarantine technology is the first of its kind, allowing publishers to quarantine and block potentially inappropriate ads from categories like alcohol and tobacco, as well as ads containing violent or risqué content that may have otherwise been served to their viewers from third-party buyers like ad networks and DSPs. Using Checkpoint, premium video publishers can utilize RTB without fear of sales channel conflict.
The solution can be leveraged to remove potentially competitive ads and ensure direct-sold campaigns maintain product exclusivity across the site. LiveRail has partnered with many of the world’s largest RTB video buyers to pioneer the Checkpoint standard, ensuring cross-compatibility between their buy-side platforms and LiveRail’s new publisher toolset.
How CheckPoint works
LiveRail digests unique creative IDs for responses received from participating ad networks. When ad inventory becomes available and a new creative ID is received, the ad is cached into CheckPoint. Each unique creative ID is assigned for advertisers and ad categories. When inventory becomes available and the creative ID is provided for another ad opportunity, Ads that are unknown or that appear on a Publisher’s entity list for blocked advertiser or category will be limited from delivery.
Identifying categories and advertisers from video ad creatives
LiveRail uses a proprietary CheckPoint dictionary for advertiser and category modeled on simple hierarchies from the iab and our partners. Ads can be curated for multiple advertisers for co-branding and multiple categories based on the product or service being advertised. Clear logo branding in the ad content, title slides, and click-thru URL are considered for identification. When Vast 3.0 becomes standard, advertiser data that is passed from third party ad networks will also be validated by the LIveRail Market Operations group.