• July 5, 2012

Earlier this week, video ad platform LiveRail bowed a new tool that gives publishers more control over the kinds of advertisers and creative that is delivered using any real-time bidding environment, giving them the ability to block unwanted ads before they are served.

Called Checkpoint, the new tool is available for premium publishers that use private or regular video ad exchanges. It allows them to block entire ad categories—like alcohol and tobacco, for example—or any ads that contain certain content, like adult or violent content. The technology can also block ads from competitors and direct sales partners.

"Real-time bidding adoption is growing within the online video landscape, making it easier for publishers to monetize their video content while giving advertisers scale across multiple sites," said Mark Trefgarne, LiveRail CEO. "This new technology is designed to alleviate any fear publishers may have that RTB equates to less control over what appears on their sites by giving them granular control, down to the creative level, across all the RTB buyers they work with."