Beachfront Media has launched a “two-way transparency suite” of tools and analytics for programmatic mobile video advertising. The suite provides enhanced brand safety for both video content publishers and advertisers.

Frank Sinton, Beachfront’s founder and CEO told me that typically there isn’t much transparency for publishers to understand which advertisers are buying video on their sites and apps programmatically. Beachfront will now give its 300+ publisher partners the ability to write business rules around which advertisers are allowed to access inventory down to which actual ads are run, in real time.

Publishers can also create blacklists and whitelists of advertisers, DSPs and content categories, either globally or for specific inventory.

Publishers can run reports on which advertisers bought inventory as well as from which agency or demand side platform. As a result, publishers get a full view of how their inventory is being used, beyond just what was sold directly. The enhanced transparency can also be used for business development purposes and to manage channel conflict.

Frank said this is the first time that Beachfront has enabled this level of visibility and that it’s something publishers have been asking for.

In addition, on the advertiser side, Beachfront has beefed up its reporting suite, providing increased data on where ads are running, information which isn’t always available from demand side platforms. Frank noted that Beachfront still views itself as a supply side platform and has no plans to enable ad buying on its platform.

The improved transparency is directly aimed at providing increased safety and trust in programmatic mobile video advertising. Frank observed that with the recent YouTube brand safety issues, publishers and advertisers are more focused on this topic than ever. The new transparency suite helps give publishers more control over their inventory and advertisers more insight on their campaigns.