ScanScout, whose technology dramatically expands video advertising opportunities for advertisers and publishers, announced today that its Brand Protector technology – a media industry first - continues to be well-received by advertisers seeking to place their messages in user-generated video content. The company’s Brand Protector is software that has been designed to analyze online video content and determine if the video is an appropriate match for an advertiser’s brand before serving the ad.

ScanScout is the first online video network company to productize a product – as opposed to merely a service - to ensure that advertisers’ brands are not aligned with content they deem out of context or inappropriate and enable brands to embrace user-generated video content in a brand-safe manner. The US Patent and Trademark Office has awarded ScanScout with the initial Trademark protections for its Brand Protector term, and the company’s application for Patent protection on the technology and process is pending approval.

“While we know our audience is consuming user-generated media, the priority of our client’s brand security has limited our efforts to date. What ScanScout’s Brand Protector technology enables is getting us significantly closer to a secure solution in this space.” Eric Druckenmiller, Media Director, Deep Focus

“People have been talking about this with regard to interactive. But, the fact is that there has never been any meaningful brand protection technology or product in any media,” said Doug McFarland, ScanScout’s CEO. “If an automotive advertiser bought a certain daypart on the evening news, for example, and their spot followed news of a large pileup on the freeway, that was just part of the risk. What Brand Protector does is mitigate that risk, making the world of UGC and other digital media platforms for brand advertisers.”

Market Adoption
Since its launch earlier this year, ScanScout has become one of the fastest growing, most-chronicled digital marketing technology providers – with early adopter technology installations already in place at dozens of professional/broadcast as well as user-generated video sites. The company has also obtained significant advertising commitments from numerous national agencies and brands.

“When you’re operating a service that allows anyone to upload content it’s important to give advertisers the opportunity to pair their message with the best, and safest, content available. ScanScout and their Brand Protector technology help give big brands the ability to safely reach viewers of blip.tv shows,” said Mike Hudack, CEO of blip.tv. “We work with ScanScout because their technology and approach to advertising placement ensure a safe experience for brand advertisers and high revenue for blip.tv and the show producers who use our platform.”

About ScanScout
ScanScout helps digital agencies and publishers maximize their video advertising opportunities by providing technology that delivers far more precise targeting, additional inventory and better results. ScanScout upends the established model of digital video delivery through its sophisticated technology that enables the right creative to be delivered at precisely the right time to the right consumer while also creating additional inventory for the publisher within and around their video content. The company is headquartered in Boston with offices in New York and Los Angeles. For more information, please visit: http://www.scanscout.com.