Feedburner is now offering a tool to its advertisers that enables them to keep their ads from being shown next to content that they would deem harmful to their brand.
How it will work is the advertiser will be able to choose specific keywords that could hurt the brand if they were to appear on the page next to them. If the words are triggered the page won't be allowed to display the ad.
The feature which is called AdClimate gives advertisers the opportunity to filter out other inappropriate content as well, like language and other offensive content.
"It's a frequent enough question for the average agency that we developed a product to meet the demand," said Brent Hill, FeedBurner's VP of advertising services. "We have a lot of independent authors and publishers still in the category of user generated content. There are a lot of brands that are not going 
to advertise [with those authors]... unless you give them some additional safeguards."
This is a good move. I'm surprised it's taken this long to do it, as this has been a serious concern by advertisers for a long time. Better late then never though.
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