How SiteScreen works

SiteScreen is available via an online self-service platform or as a managed service. Within the service, advertisers or publishers can identify the content themes (e.g. Accidents & Disasters, Adult & Nudity, etc.) where they do not want a specific campaign to be displayed.

This configuration is then built into custom SiteScreen campaign tags that can be trafficked in any ad server as standard campaign tags with no additional or special requirements. The tags instruct the SiteScreen semantic technology to analyze a webpage when a user visits the page. This automated process takes a few milliseconds to analyze the content and obtain a classification result, which is stored in a cache. 

At point of ad delivery, the SiteScreen ad server then requests the cached page classification to identify whether the page contains what the advertiser would consider to be content that is not consistent with their brand values, or if the page is safe. On that basis the ad campaign is either delivered as normal, or it is blocked and an alternative ad served.