• by Tyler Loechner  @mp_tyler, June 23, 2015

PubMatic, a supply-side platform (SSP) for programmatic advertising, on Tuesday rolled out brand safety and ad quality technology called “Brand Shield for Buyers.”  PubMatic has partnered with Integral Ad Science for the new offering, which includes viewability measurement and malware and fraud detection as well.

The technology enables buyers to set “risk tolerance levels” for malware, fraud, viewability, and other brand safety metrics, PubMatic explains in a release. The buyer-defined thresholds will then influence the type of inventory their algorithms bid on.

“We’ve seen an increase in the number of buyers that are self-policing the inventory they’re bidding on, making statements about inventory quality with their wallets,” stated Rob Jonas, global chief revenue officer at PubMatic.