Brand Safety in display advertising is the measures to protect your brands from exposing to inappropriate content. Over the years, I also saw brands overlooked to put brand safety in place in their display advertising campaign resulting into big catastrophe.
Brand safety can usually be put in place in the programmatic ad platform by excluding your brands in inappropriate content in 5 levels:
1) Digital Content Label – Exclude Adult content (DL-MA), Audiences with parental guidence (DL-PG) or Mature audiences (DL-MA)
2) Sensitive content categories – Exclude adult, gaming, alcohol, violence, accidents, tragedy, political sensitive and more
3) Placements level (Blacklist Specific URLs or apps with inappropriate content)
4) Contextual Keywords Level (Put negative keywords)
You may also subscribe to 3rd party ad verification technology such as Integral Ad Science (IAS) to enforce brand safety for your ad campaigns
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