As many video publishers seek to syndicate their content and accompanying advertising to blogs and Web sites with embeddable players, some advertisers are cautious about seeing their ads on sketchy sites.
YuMe Networks, one of the big video advertising platforms, has developed a database of 1.5 million websites which are "blacklisted." While these sites can embed video, they won't get the ads, only public service announcements.
We explored this topic last month at the Beet.TV Online Video Roundtable. Starting the discussion was Andy Chapman of The Exchange at Mindshare, one of the big digital media buying shops.
Explaining the "blacklist" is YuMe's chief revenue officer Scot McLernon.
More about the problems with sketchy sites in a story by Brad Stone in today's New York Times
Disclaimer: YuMe was the sponsor of this roundtable event.