• by Tobi Elkin  @tobielkin, June 20, 2016

Programmatic video provider HIRO Media on Monday announced the launch of an ad-filtering solution designed to prevent malvertising (advertising that’s used to spread malware) by cleaning up a publisher’s ad channels in real time.

The new product is designed to help publishers—news, sports and other types of Web properties—gain better control over a Web site’s programmatic tags.  It uses a white-list approach by filtering in real time any code object that may reach readers. Once the system detects an unapproved vendor, HIRO’s ad-filtering solution will either remove the malicious code and deliver a clean ad, or reject the ad completely.

In the U.S., HIRO currently serves 5% of all ads, which accounts to two billion ads per month, the company claims.

“Working with major publishers and hearing from them about the struggles and challenges they face as participants in the programmatic sphere has made looking for a solution a priority,” Ariel Napchi, CEO, HIRO Media, told Real-Time Daily via email. “This new tool allows us to help make our industry a safer and better place for all its participants.”