• Mediaweek, Monday, November 29, 2010 12:11 AM

How about some porn inventory to round out your holiday ad campaign? That offer won't resonate with most big brand advertisers gearing up for the holidays, but it is a serious possibility, according to a new report issued by AdSafe Media, one of the leading companies in the online ad verification/ratings space.

Companies like AdSafe and Double Verify deploy technology which promises to prevent advertisers' campaigns from running in the wrong places. According to AdSafe, many brands that ramp up spending for the holidays--often aiming to reach as broad an audience as possible-are particularly vulnerable to campaign mishaps. Based on the company's analysis of multiple campaigns in third quarter, various retailers' ads appeared on Web sites rated by AdSafe as being 6% more risky than industry averages.

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