Sydney-based creative ad tech company PLAYGROUND XYZ, who use its proprietary platform to author innovative new types of mobile ad formats, today launch a new format called Border Control.

In what they claim is a worldwide first, the ad format builds a ‘virtual wall’ around the ad, helping advertisers stay clear of certain content.

 

Said Rob Hall CEO (above) of PLAYGROUND XYZ: “Advertisers and users alike need to protect their interests. We thought building a visual wall around content that may be upsetting or ‘non-desirable’ would certainly strike a chord with the masses.”

The ad scans the page for a range of keywords and then applies a visual technique to cover them up.

The ad is developed in sync with the company’s plans to launch in the US.

“Critics will say it’s exclusionist but we have to start somewhere. We just wanted a big ad that could make mobile advertising great again,” Hall said.