Right Media, developer of the Right Media Exchange, has created a new application to protect its customers from unwanted advertising. "Media Guard" prevents ads from conveying applications and software onto a user's computer.

Media Guard protects against viruses, trojans, initiation of Active X and exit pop-ups. Additionally, publishers can select from 160 attributes and classifications to apply to creatives.

Michael Walrath, CEO of Right Media, explains, "Malicious content delivered through advertising inhibits the liquidity of the market, yet it has been largely ignored by the industry because there was no simple solution. We want to solve the problem and address the issue head-on. After a year of development and investment of significant resources, we're excited to have Media Guard in the market."

David Wei, of Gaia Interactive, adds, "With a young and sensitive demographic, Gaia is really excited about the ability to shield our users from inappropriate advertising. We believe both advertisers and publishers want to deliver the right message to the right audience, and we are thrilled that Right Media is actively addressing this issue."