Right Media Introduces First Solution to Safeguard against Viruses and Harmful Applications in Online Advertising

Business Wire, August 7, 2006

NEW YORK -- Media Guard(TM) System Addresses Long-Standing Industry Need to Protect Publishers from Ads Containing Inappropriate and Harmful Content

Right Media, creator of the Right Media Exchange, has developed the industry's first comprehensive system to automatically detect harmful applications and inappropriate content in online advertising. Currently in beta release, Media Guard is the first in a series of innovative new solutions from Right Media to significantly reduce the growing threat from dangerous applications and software transferred through online ads. Additionally, the system utilizes a detailed manual classification system to monitor creative content.

Media Guard was designed to block advertisements that contain viruses, trojans, initiation of Active X and exit pop-ups. During its initial test phase in July 2006, Media Guard scanned over 50,000 ad creatives 5 million times worldwide and discovered 17 different types of hidden viruses. To add an extra measure of protection and control for publishers, a manual review applies uniform standards to creatives by using over 160 attributes and classifications arranged categorically.

"Malicious content delivered through advertising inhibits the liquidity of the market, yet it has been largely ignored by the industry because there was no simple solution," said Michael Walrath, CEO of Right Media. "We want to solve the problem and address the issue head-on. After a year of development and investment of significant resources, we're excited to have Media Guard in the market."

Media Guard tests every creative that flows through the Right Media Exchange, a common and transparent marketplace in which ad networks, advertisers and publishers trade over two billion impressions daily. Media Guard is available to the more than 11,000 buyers and sellers interacting on the Exchange. Right Media will continue to invest in Media Guard in order to build out further protections for both advertisers and publishers.

"With a young and sensitive demographic, Gaia is really excited about the ability to shield our users from inappropriate advertising," says Gaia Interactive's David Wei. "We believe both advertisers and publishers want to deliver the right message to the right audience, and we are thrilled that Right Media is actively addressing this issue."

About Right Media

Right Media created the world's first open media exchange to bring more efficiency, value and standardization to interactive advertising. The Right Media Exchange includes more than 11,000 buyers and sellers trading digital media through the company's open, transparent platform. Right Media offers a range of solutions that help these businesses operate more efficiently--from simple exchange access to white label sales programs. Founded in 2003, the company is privately funded and based in New York. Visit www.rightmedia.com.