• by Alex Weprin , May 7, 2018

Programmatic video platform Tremor Video DSP said Monday that it will integrate pre-bid custom-brand safety capabilities from contextual intelligence firm Grapeshot into its platform.

The announcement was made as the Interactive Advertising Bureau holds its annual Video Symposium in New York City, where firms including Tremor Video DSP are discussing best practices for video advertising.

The new deal will incorporate Grapeshot’s contextual intelligence platform into Tremor’s pre-bid system, in an attempt to ensure that ads that are bought through the platform only appear on brand-safe and relevant environments.

Michael Law, executive VP and managing director of media investment for Dentsu Aegis Network US, for one, stated his firm is increasingly turning to partners that are proactively seeking to enhance their brand safety capabilities.

“Brand safety is a top priority for Dentsu Aegis Network and our clients, and it’s hugely important that our partners are aligned with our brand-safety approach and best practices,” Law said.