RhythmOne PLC Platform-Level Integration with Grapeshot
October 25 2017 - 2:00AM
RNS Non-Regulatory
TIDMRTHM
RhythmOne PLC
25 October 2017
RNS Reach
RHYTHMONE PLC
RHYTHMONE'S PLATFORM-LEVEL INTEGRATION WITH GRAPESHOT
ADDRESSES
BRAND SAFETY IN REAL TIME
London, England and San Francisco, CA - 25 October 2017 -
RhythmOne plc (LSE AIM: RTHM, "Company" or "1R"), an advertising
technology company that provides streamlined, transparent
connections between advertisers and audiences through a combination
of differentiated supply, innovative technology and data-driven
insights, today announces details of its platform-level integration
with Grapeshot, an industry leading software company using advanced
probability algorithms to provide data to improve brand safety and
to better target advertising campaigns.
Grapeshot's data - which is integrated directly into RhythmOne's
programmatic platform as part of their RhythmGuard technology -
gives RhythmOne the ability to effectively filter content that
brands would consider to be objectionable. Grapeshot has built an
adaptive page-crawling algorithm which not only determines the
value of words on a given page, but also across all pages
previously analyzed, and is thus a true learning algorithm that is
constantly evolving. As Grapeshot's service servers are co-located
in RhythmOne's data centers, brand safety checks first happen at
bid-request in real-time, thus ensuring that questionable content
won't even enter the RhythmOne ecosystem. Also, due to this
co-location, the RhythmOne-Grapeshot integration makes it easier
for all previously un-scored sites to be crawled and scored as soon
as they enter the ecosystem, thus ensuring that newer sites do not
lose out on potential revenue.
"Our unique relationship and integration with RhythmOne is an
example of how two leaders within the ad tech ecosystem are working
diligently to ensure advertisers can maintain control over the
context in which their ads appear," said Ryan McBride, V.P.
Platform Partnerships at Grapeshot. "Integrating in this
sophisticated manner gives RhythmOne a leg up over other platforms
because, in addition to ensuring that advertisers can access real
users, RhythmOne also ensures that they are on contextually
appropriate sites that advertisers approve. Our partnership
demonstrates a level of commitment to brand safety that not all
platforms offer."
Using Grapeshot's scoring, RhythmOne categorizes traffic into 4
levels of quality - premium, high, low and unsafe. Unsafe sites are
automatically blocked. The remaining traffic is filtered based on
the quality standards of the requesting advertiser. In addition to
blocking all recommended "bad" pages, RhythmOne goes further by
blocking all pages that come back as "not crawlable" or "not
crawled yet," taking immediate steps to block even potentially
suspicious traffic. Such standards help ensure no questionable
traffic is presented to brands for bidding. RhythmOne then works
closely with their publisher partners to ensure their content is
being crawled, ranked and in good standing.
Finally, Grapeshot also provides benefits on the demand side.
Through the RhythmOne platform, advertisers can target specific
categories or keywords that they wish to include or exclude from
their campaigns, facilitating micro-targeting around very specific
and/or timely content.
"In a programmatic environment, being able to control for brand
safety is as important as being able to eliminate fraud or target
to specific viewability standards," said Bhaskar Ballapragada, Head
of Product at RhythmOne. "Our partnership and deep integration with
Grapeshot's technology within our programmatic marketplace is
designed to address evolving brand safety concerns and give
advertisers peace of mind and control over the context in which
their advertising appears."
About RhythmOne
RhythmOne provides streamlined, transparent connections between
advertisers and audiences through a combination of differentiated
supply, innovative technology and data-driven insights. Founded in
2004 in the UK, the Company pioneered Internet video search and
works with digital advertisers, publishers and content providers to
offer fully integrated, cross-screen solutions that span desktop
and mobile video, rich media, display, social and native
advertising. Through its fully integrated programmatic platform,
RhythmMax, the Company represents digital advertising inventory
across owned, controlled and extended supply sources. The RhythmMax
platform includes unique brand safety technology, RhythmGuard,
which combines leading third-party verification and proprietary
filtering technologies to ensure inventory quality in brand safe
environments. RhythmOne's end-to-end platform provides more direct,
efficient and effective connections, driving ROI for advertisers
and publishers. The Company is headquartered in San Francisco,
United States with offices in the US, UK, Europe, APAC and Canada.
For more information, please visit www.rhythmone.com.
About Grapeshot
Grapeshot is a US, UK, Singapore and Australia, based privately
owned technology provider that assists marketers reach consumers
during the moments that influence their decisions and analytics
solutions in open and private programmatic environments. Grapeshot
delivers tools for brands, publishers, buy-side and supply-side
partners using an advanced, Internet page, keyword extraction,
algorithm, enabling them to navigate the spectrum of real-time
choice via the connective tissue of keywords.
Press Contacts for RhythmOne
Analyst and Investor Contact Financial Media Contacts
Dan Slivjanovski Edward Bridges / Charles Palmer
RhythmOne plc FTI Consulting LLP
(UK) 020 3727 1000
Nomad and Broker for RhythmOne
Nick Westlake (Nomad) / Lorna Tilbian
/
Toby Adcock / Mark Lander
Numis
(UK) 020 7260 1000
This information is provided by RNS
The company news service from the London Stock Exchange
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