AdSafe Closes US$7.25M Funding Led by Atlas Venture

Second Round of Capital Aimed at Expanding Product Portfolio and International Expansion

NEW YORK, July 7, 2010 - AdSafe Media, the rating standard of online media, today announced the
successful close of US$7.25 Million in Series B funding, led by Atlas Venture
with previous investment led by Founder Collective. This funding comes a
little over a year after the company's commercial launch in May 2009,
indicative of the increased focus brands, agencies and the venture capital
community have had on the display advertising space in recent months. AdSafe
uses proprietary machine learning to rate the brand safety of content on
commercial webpages, enabling advertisers to ensure the proper placement of
their display advertising.

"Given the market's aggressive adoption of our Content Rating Platform to
date, we are excited to have the support of Atlas Venture to extend the use
of our rating system to additional ecosystem players. Our rating system has
been designed to enable standardization and collaboration across the online
advertising industry and Atlas will be a valuable partner in accelerating our
mission," commented Helene Monat, CEO and co-founder of AdSafe.

While the company continues to focus on increasing the brand safety and
transparency of online display advertising through standardized brand safety
metrics, AdSafe has identified a number of near-term strategic growth
initiatives. AdSafe will roll out its Network Monitor 2.0 this summer, an
enhanced version of its current product in market which analyzes and reports
on the brand safety of display advertising traffic for ad-networks, exchanges
and publishers. AdSafe's Content Rating API, slated for commercial launch in
Q4 2010, will interface directly into real-time-bidding and demand-side
platforms, providing clients with immediate information regarding the brand
safety of every impression available for purchase.

"The online industry has the audience and the engagement, yet
brand-sensitive ad budgets have not yet migrated in a similarly meaningful
way. AdSafe has the recognition and the buy-in from major players and thought
leaders in the advertising industry, both on the buy-side and the sell-side,
and is the real time "trust metrics" platform that this industry needs to get
these ad budgets flowing," commented Fred Destin, Partner as Atlas Venture.
Atlas Venture has also funded advertising technology start-up DataXu, a
leader in the audience buying and ad-optimization industry.

The complexity of the digital marketing space including ad exchanges and
DSPs is one that demands brand safety. Add real-time-bidding to the equation
and things become further complicated. According to Brian Lesser, SVP General
Manager at WPP's Media Innovation Group, "advertisers and agencies are eager
to engage more fully in the digital display space, but demand both brand
safety and ad placement transparency. Brand safety solutions like AdSafe help
alleviate many of these concerns that may have caused hesitation when buying
display."

About AdSafe Media

AdSafe Media is the rating standard of online media. AdSafe uses
proprietary algorithmic modeling and human verification to rate the brand
safety of content on commercially supported web pages via the AdSafe Content
Rating System. AdSafe's Brand Safety Firewall enables Brands, Agencies and
Ad-networks to prevent advertising from appearing on publisher web pages that
do not conform to brand guidelines. AdSafe's Content Monitoring Platform
enables Ad-Networks and Publishers to identify and segment problematic site
content, increasing monetization of display inventory. AdSafe is
headquartered in New York, NY with operations in Santa Barbara, CA and
London, England. For more information visit www.AdSafeMedia.com.

    Contact:
    Matthew Scott
    AdSafe Media
    +1-646-278-4868
    Matt@Adsafemedia.com

Matthew Scott, AdSafe Media, +1-646-278-4868, Matt at Adsafemedia.com