• by Tobi Elkin  @tobielkin, May 18, 2017

Digital performance marketing firm Global Digital Marketing Group (GDM Group) on Thursday launched a video ad tool that addresses brand safety. Dubbed Take 1, it's positioned as a data-driven solution that seeks to match supply and demand for online video advertising.

Aiming to ensure transparency and high quality inventory, the company said Take1 is integrated with publishers and video supply sources that have been manually screened and required to meet a set of standards.

GDM Group said it requires publishers to consider the user's perspective and how a portal's content resonates with the audience; viewership numbers; global and local ratings; suspicious metrics; and inventory demand.

Take1 has manually screened more than 500 publishers, and currently has 50,000 sites evaluated for advertisers, the company said. "Take1 relies on filtering made possible by coupling an automated process to a manual one, minimizing publishers' exposure to fraudulent traffic. Built on top of the GDM Group's platform, it also enables more detailed attribution, providing advertisers with better insight into campaign performance," Daniel Elad, VP of Video at GDM Group, told Real-Time Daily via email.

The manual process involves analyzing publishers' sites to examine who the audience is and how the audience reacts to content. An automated process then looks at whether the interest and activity is suspect. Depending on the findings, Take I can evaluate whether the ad inventory is valuable to an advertiser.

In addition, GDM Group said Take 1 uses Moat Analytics and DoubleVerify to monitor suspicious activity and prevent fraudulent traffic.