blinkx plc announced a significant enhancement to its traffic quality screening, filtering and targeting platform for online advertising. After extensive testing, blinkx executed a licensing deal with Zenovia Digital Exchange. Through this investment, blinkx will obtain rights to proprietary software, hardware and intellectual property, including Zenovia's groundbreaking traffic pre-filtering technology, Velvet Rope.

This technology will be integrated into the blinkx platform to expand the company's ability to further eliminate suspicious, underperforming or fraudulent traffic before it enters the marketplace. Deployment of this technology will fortify blinkx's ability to provide advertisers highly qualified audiences in a brand-safe environment across devices programmatically. It will also enable the company to offer its publisher partners a universal platform to pre-qualify and screen their inventory to maximize yield, quality and performance.

Traditional exchanges serve as brokers between supply and demand partners, leaving advertisers to assess and measure inventory quality after the campaign has concluded. In contrast, blinkx is pursuing an even more stringent quality measure - screening, qualifying and eliminating underperforming inventory from its ecosystem before it is made available to advertisers. Zenovia's Velvet Rope technology enhances blinkx's ability to run query time algorithms to identify poor quality impressions and block them from entering its marketplace.

By integrating Velvet Rope technology into its platform, blinkx will augment advertisers' ability to maximize their return on investment across desktop, video and mobile inventory, while providing its Publisher partners higher yields for validated traffic.