[x+1] Partners with Trust Metrics to Ensure Brand Safety, Quality of Online Ad Inventory

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NEW YORK, N.Y., Dec. 1, 2011 – Online targeting platform leader [x+1], www.xplusone.com, announced today it has partnered with Trust Metrics (www.trustmetrics.com), the leading provider of digital measurement standards for publisher transparency, effectiveness and quality, which will use its ratings system to classify and further ensure the quality of [x+1]’s online ad inventory.

Through the partnership, [x+1] is setting itself apart among targeting platform providers in proactively “filtering” its inventory prior to a client’s ad buy. Traditionally, an ad technology company makes it the client’s responsibility to apply a safety technology. By joining the targeting power of [x+1] Origin, its digital marketing hub, with Trust Metrics’ inventory vetting capability, [x+1] will deliver quality, safety and performance at scale.

[x+1] will implement a series of Trust Metrics ratings to ensure its inventory meets its clients’ high quality standards. These include Trust Metrics Publishing Quality Ratings, brand safety score, ad clutter measurement and contextualization. Through its content safety and quality analysis, Trust Metrics evaluates and ranks websites based on their value to advertisers.

The Trust Metrics relationship enables [x+1] to provide clients with a higher degree of assurance and insight into the quality of their advertising buys. This additional security level is especially important to advertisers with special sensitivity to brand safety.

“Considering the importance of brand safety and content quality to our Fortune 500 clients, we decided to seek a partner that can help us ensure that the highest standards are met on a consistent basis,” said Leon Zemel, Chief Analytics Officer of [x+1]. “We chose Trust Metrics after a rigorous review process in which we spent weeks vetting the accuracy and depth of their data compared to other providers, and found they had the most accurate data and rating algorithms.”

“We firmly believe that until the industry elevates the conversation from ‘safety’ to ‘safety and quality,’ premium brands will not spend on digital media at scale,” said Andrew Lerner, CEO of Trust Metrics. “[x+1] shares our vision that application of these two attributes in combination will provide sufficient incentive for premium advertisers to raise their investment and realize the kind of significant performance gains that are possible in the digital channel.”

About [x+1]
For more information on [x+1] and digital marketing integration, visit www.xplusone.com; follow us on twitter @xplusone.

About Trust Metrics
For more information on Trust Metrics, visit www.trustmetrics.com; follow us on Twitter @trust_metrics.

Contacts:
Marx Communications
Wendy Marx, 203-445-2850
[email protected]

Trust Metrics
Nicholas Graham, 571-291-2967
[email protected]

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