Brand safety is essential for advertisers to prevent ads from appearing on inappropriate or harmful sites. In programmatic marketing, platforms like DV360, IAS, and CM360 help ensure a secure ad environment.
DV360 (Display & Video 360) Brand Safety Features
✅ Inventory Control
📌 Use inclusion lists (whitelists) to display ads only on approved sites.
📌 Set exclusion lists (blacklists) to block unsafe websites or apps.
✅ Category Blocking
📌 Restrict ads from appearing on content related to violence, adult themes, gambling, or other sensitive topics.
✅ Sensitive Inventory Management
📌 Activate content filters to avoid objectionable material such as profanity and explicit content.
✅ Pre-Bid Filtering
📌 DV360 assesses inventory before bidding to block unsafe placements automatically.
IAS (Integral Ad Science) for Enhanced Brand Safety
IAS provides ad verification tools that integrate seamlessly with DV360 and CM360, ensuring ads are displayed in a brand-safe environment.
✅ Real-Time Ad Blocking
📌 Prevents ads from appearing next to harmful or inappropriate content.
✅ Fraud Protection
📌 Identifies bot traffic and ensures ads reach real audiences.
✅ Contextual Targeting
📌 Analyzes content at the page level to align ads with brand values.
CM360 (Campaign Manager 360) for Ad Monitoring
CM360 works with DV360 and IAS to manage ad placement and track performance effectively.
✅ Frequency Capping & Audience Segmentation
📌 Controls ad delivery frequency and restricts where and to whom ads appear.
✅ Ad Tracking & Monitoring
📌 Provides visibility into ad placements to prevent ads from appearing in unsafe environments.
✅ Comprehensive Reporting
📌 Generates reports showing ad placements and any triggered brand safety rules.
✅ Placement Control
📌 Enables whitelisting and blacklisting to maintain a brand-safe inventory.
With these tools, advertisers can confidently run campaigns while maintaining brand integrity in the digital space.
