The media companies are bailing on user-generated video as an advertising vehicle, declaring there’s no business there. Companies like ScanScout and Digitalsmiths are testing technology
intended to create an ad market for home-grown video, Will Richmond points out. ScanScout has trademarked brand-protecting technology that lets advertisers control which videos their spots run with and announced a new feature doing just that. And Digitalsmiths introduced a feature called ADIQ that lets a brand control whether or not its ads run against content that mentions competitors.