I/PRO Product Safeguards Brands on Web

Share this article:
Interactive audience measurement firm I/PRO Corp. today debuts BrandGuard Content Audit, a service that claims to help advertisers protect their brands over the Internet.

The service comes soon after Yahoo announced the closure last week of hundreds of user-created chat rooms.

The announcement also follows the I/PRO acquisition this month of Accrue and Datanautics' technology assets.

Advertisers like Kraft Foods, State Farm Insurance, Georgia-Pacific and PepsiCo pulled out after their ads appeared on Yahoo user-created chat rooms with objectionable content. These advertisers and others like them have little control over where their ads appear, especially on an ad network.

I/PRO, San Francisco, worked with ad networks to develop its new service. The BrandGuard Content Audit is based on technology from I/PRO and Lexalytics. The service offers an in-depth view of interactive content across portals, search engines, ad networks, chat rooms, Web sites, blogs, RSS feeds and instant messenger. I/PRO analysts review the audits.

Plans call for extending the audit to mobile marketing, in-game and interactive television.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

De Quinto Tapped as Coke's Next CMO

De Quinto Tapped as Coke's Next CMO

The president of the company's Iberia Business Unit will take over from Joe Tripodi upon his retirement in February.

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.

Big, Bold Moves in the C-Suite

Big, Bold Moves in the C-Suite ...

JCPenney appoints Home Depot's Marvin Ellison as CEO; Harte Hanks and JWT add hitting power to their C-level benches