• by Joe Mandese , Yesterday

At a time when there is growing concern about legitimate marketers' brands and ads showing up next to criminal online content, including adjacencies related to pornographic children's content, advertising technology provider Mediaocean this morning announced it is adding data from watchdog group Internet Watch Foundation (IWF) to help safeguard the digital media supply chain and help protect children online.

The deal will integrate IWF's data into its "Protected by Mediaocean" ad verification service to help advertisers and agencies "proactively identify and prevent ad placements adjacent to criminal content which poses a threat to children’s online safety," the companies said.

“Responsible advertising practices are essential to protecting children online," IWF CEO Derek Ray-Hill said in a statement.