AdSafe Quarterly Review Identifies Ad Exchanges as Highest Risk Buying Platforms for Advertisers

REPORT COMPARES BRAND SAFETY, TRANSPARENCY AND GEO-TARGETING ACROSS BUYING PLATFORMS

NEW YORK, August 11, 2010 - AdSafe Media, the rating standard of online media, today released its
second quarter review of the display advertising industry. The report,
available for download at www.adsafemedia.com, focused specifically
on a comparison of key performance metrics from different inventory buying
channels available for advertisers.

    Key findings from the report revealed:

    - Highest Risk Inventory is served via Ad Exchanges. 16.9% of inventory
      served by Ad Exchanges was High Risk for advertising (with an AdSafe
      Rating below 250), 6.3% of inventory served via Ad Networks was High
      Risk and 3.8% of inventory served directly via Publishers was High
      Risk.

    - Inventory transparency is the lowest on Ad Exchanges. Ad Exchanges
      served 64.4% IAB Category I inventory (with full transparency regarding
      referring URL), Ad Networks served 82.6% and Publishers directly served
      97.4%.

    - Publishers follow geo-targeting requirements more than any other buying
      channel. 1.9% of Publisher inventory fell outside of geo-targeting
      requirements while 3.9% of Ad Exchange inventory and 4.3% of Ad Network
      inventory fell outside of geo- targeting requirements.

    - 49% of traffic was served via Ad Exchanges / Real-Time-Bidding
      Platforms / Demand Side Platforms, an upward trend from last quarter's
      47% share. 33% was served via Ad Networks and 18% was served directly
      Via Publishers.

    - 790 was the AdSafe Safety Index for Q2 2010, an upward trend from last
      quarter's Index of 752, indicating that the overall brand safety of
      inventory across the display advertising ecosystem increased slightly.

    - Canada, UK, Germany and Asia-Pacific were the leading destinations for
      impressions that fell outside of geo-targeting requirements.

According to Helene Monat Co-Founder and CEO of AdSafe, "With brand
advertisers more aggressively seeking out the greater cost efficiencies and
ROI available via exchanges, it's essential that brands and agencies
understand both the risks and rewards of non-direct buying channels.
Exchanges can clearly provide increased media efficiency but without proper
brand protection safeguards, these buying channels can expose brands to
unnecessary risk."

Findings in the report were based on aggregate traffic observed by AdSafe
Media from April 1 - June 30th, 2010. Total traffic volume for this time
period was 28.6 billion impressions.

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 BrandSafe 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 Network Monitor 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 San Francisco, CA and London, England. For more
information visit www.AdSafeMedia.com.

    Contact: Matthew Scott
             +1-646-278-4868
             Matt@AdSafeMedia.com

Matthew Scott, +1-646-278-4868, Matt at AdSafeMedia.com