HIRO Media announced a new ad filtering solution designed to prevent malvertising by cleaning a publisher’s ad channels in real time. The product announcement was covered by a number of outlets, including OnlineVideo.net.

Currently being used programmatically, HIRO’s new ad filtering product is benefiting publishers like news and sports websites, general portals, and other types of digital media properties by using a proprietary technology that provides clarity and control with regard to the behavior of a website’s programmatic tags. Here’s an excerpt:

HIRO’s ad filtering product works on a white list approach by filtering in real-time any code object that may reach the users, for example JavaScript, Flash, IFrame. Once the system detects an unapproved vendor, HIRO’s ad filtering solution will either remove the malicious code and deliver a clean ad or reject the ad completely. Currently in the U.S., HIRO is serving 5% of all ads, which accounts to 2B ads per month. 

To read the OnlineVideo.net write-up, click here.