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A new online video network called YuMe has launched, offering advertisers the ability to target messaging to online video content the way they do with keyword placements, reports MediaPost.

Included is a technology solution ensuring "brand safe" content for the placements, addressing an issue of concern to brand marketers, which tend not to want their ads to appear next to questionable material.

YuMe uses a proprietary contextual mapping technology to scan online video content and then categorize it into such channels as Auto, Finance, Entertainment and Family Friendly. In addition, YuMe's technology offers real-time reporting capabilities and the ability to modify creative by market on the fly.

This targeting ability could appeal to automotive advertisers looking to showcase local dealers in different markets, or airlines or restaurants wanting to run different price promotions in different locations.