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October 7, 2013

November upgrade to content verification software planned

Upgrade to Project Sunblock product cost seven-figure investment sum.

By Joe Curtis

Content verification company Project Sunblock has revealed that it will release a new version of its product next month, featuring a host of upgrades.

The London-based firm’s software ensures that customers’ adverts do not appear on undesirable websites like porn sites or feature next to incongruous content.

And the latest version of the tool will be released on November 15 after benefitting from a seven-figure sum raised in second round funding this summer.

Virtually all of the undisclosed amount was spent on the product, COO Andrew Goode told CBR, as well on hiring three staff for a new office in Berlin as the company looks to expand in Europe.

"One of the things we needed to do this year was invest heavily in our tool and make it faster, better performance, more efficient and add a bunch of new features as well," he said

One of those features Sunblock’s new software will boast is pre-bid vetting, where companies bidding on ad exchanges can use this software to automatically reject any bid from an ad network which does not match its criteria, rather than discovering that it is not suitable for the product only once the company is using it.

Goode said: "It leads to a more efficient spend. It means the adverts are going where the customer wants them to."

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