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

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.