In the US, AdSafe Media - which provides a rating and verification standard for the online advertising industry - has appointed audience targeting and measurement specialist Scott Knoll as Chief Executive Officer.
New York-headquartered AdSafe uses proprietary algorithmic modeling and human verification to rate the brand safety of content on commercially supported web pages. Its BrandSafe Firewall enables organisations to prevent advertising from appearing on publisher web pages that do not conform to brand guidelines, and its Network Monitor platform helps users to identify and segment problematic site content.
The firm has recently launched the AdSafe Performance Control, which provides continuous, real-time analysis of a campaign as soon as it goes live, and offers metrics such as visible and invisible ad delivery, time of day and device type, conversions and media placement.
Knoll is the founder of Aperture, which develops audience targeting and measurement technology and is now owned by Datran Media. Prior to setting up the firm, he was CEO of digital advertising company BlackFoot, and spent six years as a senior executive at DoubleClick, including the roles of MD of Asia Pacific and VP and General Manger of Global Marketer Solutions. Earlier, he co-founded and served as COO of Verified Person, and held management roles at Time Warner and Andersen Consulting.
AdSafe's co-founder Helene Monat comments: ‘AdSafe is at an important cross-road in its evolution and Scott joins at an exciting time to spearhead our next stage of growth and expansion, especially into new products and digital platforms.’
The firm, which is headquartered in New York, NY with operations in California and London, is online at www.adsafemedia.com