to allow the connection. It is a legitimate new service by SiteAdvisor as per their support forum.

I think you can try to deny and see if SiteAdvisor will continue to work. If not, you can remove it from the firewall rules then let ZA ask again.

You might want to read also the thread at McAfee regarding this service.
http://forums.mcafeehelp.com/showthread.php?p=525451
You can also search their forum for any recent information on this service. Let's hope Siteadvisor users here will also provide additional info Happy