June 27, 2005 09:00 ET

I/PRO Announces Brand Protection for Online Advertisers

New Content Auditing Service Warns Advertisers About Pornography, Racism and Other Objectionable Content

SAN FRANCISCO, CA -- (MARKET WIRE) -- June 27, 2005 -- I/PRO Corporation, a leading interactive audience measurement company, announced today that it has released the BrandGuard Content Audit™, a new service allowing advertisers to protect their brands online. "The announcement that Yahoo! closed down hundreds of user-created chat rooms did not come as a surprise to us," said Allan Kaplan, CEO of I/PRO. "Many major advertisers are increasingly concerned about their brands being associated with objectionable content. They often have little or no control over where the ads end up being displayed, especially on an advertising network. We have been working with the largest networks for months now to identify effective solutions and the result is our new BrandGuard Content Audit service."

"We have the capability of protecting brand advertisers at every point in the digital world. The BrandGuard Content Audit service provides a detailed, in-depth view of interactive content -- whether it's on a portal, search engine, ad network, Web site, chat room, Instant Messaging, weblog (blog) or even through RSS feeds. This service is in the process of being extended to include mobile, in-game and interactive television as well," Kaplan explained.

The announcement follows on the foot-heels of advertisers pulling online advertising because of placement on sites with child pornography, racism, political extremism, and other objectionable content. These advertisers include Kraft Foods, State Farm Insurance, Pepsico, Georgia Pacific and others.

The I/PRO BrandGuard Content Audit is based on innovative technology from I/PRO and Lexalytics. "We have combined sophisticated lexical chaining algorithms with custom brand threat taxonomies to automatically review the content on a Web site, blog, RSS feed or other digital content," said Christopher Butler, CTO of I/PRO. "The content audit outputs are coupled with human review by our highly trained analysts. This delivers the highest level of confidence possible for both the media seller and the advertiser no matter what digital environment they are in."

If you are an advertiser or agency interested in more information on the I/PRO BrandGuard Content Audit, contact David Barlin, Vice President of Marketing, at, ph. 415.402.0222 ext. 155.

If you are a Web site Publisher, contact Michael Crosson, Senior Vice President, Sales and Business Development, at, ph. 415.402.0222 ext. 132.

About I/PRO Corporation:

In 1994, I/PRO formulated and created the original third-party Web site audit. Today, I/PRO is still a leader in the web audience measurement and analytics space. I/PRO currently audits over 500 major Web sites. Over one trillion Web pages have been audited by I/PRO's census-based services. For more information, please visit In June 2005, I/PRO acquired the technology assets of Accrue / Datanautics to further extend the I/PRO solution-set. For more information, please visit

Contact Information

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