Integral Receives Patent For Ad Blocking Tech

  • December 11, 2013

Less than a month after receiving Media Rating Council accreditation for its viewability product, Integral Ad Science has announced it has been granted a patent for its firewall ad blocking technology. Integral calls the technology a "core component" of many of its offerings.

The tech detects fraud, or pre-defined red flags, in real-time and proactively prevents ads from being served in poor environments as opposed to reporting they have been after the fact.

The technology is incorporated into an ad's tag, and when a publisher attempts to load an ad onto a Web page, the tag determines if the content on the page meets the advertisers' requirements. If not, the ad is not served.

"Integral's Firewall technology is an important tool for marketers to improve performance and maintain quality control over the brand's image and reputation in the digital world," stated Scott Knoll, CEO of Integral Ad Science.

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