Report Cites Invisible Traffic and Inappropriate UCG as Top Risks to Brands

NEW YORK, February 1 - AdSafe Media, the rating standard of online media, today released its
fourth quarter analysis of the online display advertising industry. The
report, available at www.adsafemedia.com, provides a comprehensive
review of the trends and issues in the display advertising industry observed
across the AdSafe platform.

The AdSafe Safety Index is an industry-wide metric that provides an
objective indication of the overall safety of the online display advertising
industry. The AdSafe Safety Index is based on a 0 - 1000 rating scale, with
1000 representing a high degree of brand safety. 

    The key findings cited in the report are:

    - Q409 AdSafe Safety Index was 814
    - Traffic non-transparency decreased from 58% to 18% of inventory over
      the course of Q4, due to successful collaboration between AdSafe
      partners
    - 29% of traffic was served to sites featuring User Generated Content
      (UGC), 27% of which was deemed inappropriate for brand advertisers

According to David Hahn, VP of Product for AdSafe, "Activity for the
quarter was relatively positive. The quarterly Safety Index of 814 indicates
that the majority of pages we analyzed were suitable for premium brand
advertisers. Of concern however, are the large percentages of "invisible"
inventory and UGC we saw in Q4. Without full inventory transparency, brands
and agencies are unable to understand the quality or brand appropriateness of
inventory. More importantly, the large amount of UGC content is a significant
concern to many of our clients with high sensitivity brands or in high
sensitivity industries. As we continue to monitor activity in the display
industry, we hope to help the industry as a whole address these issues and
provide the safety and security that premium brand advertisers demand, in
order to help attract more brand marketers to this channel."

About AdSafe Media

AdSafe Media is the rating standard of online media. With AdSafe's
preventative Brand Protection Firewall, marketers' advertising only appears
on sites with content marketers deem to be consistent with their brand's
image, objectives and corporate philosophy. AdSafe protects brand equity by
mitigating risk of damaging brand adjacencies, reduces costs and improves
response rates to campaigns across the web. For more information, visit
www.AdSafeMedia.com. 

    Contact:
    Matthew Scott
    Director
    AdSafe Media
    +1-646-278-4868
    Matt@Adsafemedia.com

Matthew Scott, Director, AdSafe Media, +1-646-278-4868, Matt at Adsafemedia.com