I wondered the same thing. Maybe just block Flash totally and only allow HTML5 for rich media stuff?
Other than that, I think it looks like a great idea (love the name) and could have a decent chance of going somewhere (assuming enough small biz firms are sophisticated enough to use it).
Edit: or maybe the plan is that the ad exchanges (e.g. Rubicon) do the vetting, since they're in-between leanmarket and the publishers?
Haven't touched ad servers for a while but do most ad serving platforms correctly track HTML 5 rich media? I know most of them are setup to correctly hook into Flash (Actionscript) and be able to automatically catch plays, replays, hovers, and other actions.
No. None of they aren. some consume a global variable with a link but that's minor and has irrelevant reasons for the security concerns here.
For richmedia, the publisher (website owner) just accepts to serve a Javascript snipped, which most of the time request more Javascript from places the publisher has no control whatsoever. And it has to be inlined on the page because that script uses document.write like crazy.
because of that, the script has total control of the page.
That's why there's no rich media in most free email providers. Yahoo is the only one but they render the ad in an crossdomain iframe and force the ad to behave via a richmedia api
Yeah, either way it's spun... seems like a pretty good arrangement for their platform, and should work out well for all involved. Seems to solve the problem of ad exchanges having heavily-manual interfaces, or having to setup a 3rd party tracking system for helping optimize spends.
The system sounds pretty slick, and if does what it says it will, I think their UI will go a long way towards helping them gain traction with the smaller firms.
If it truly makes things as easy as it wants/claims to, it should find a pretty solid base of users fairly quick.
If they allow rich media for every one with 2cents, i can't think of a better platform to distribute malware.