Brand Safe Ads In DSPs

Brand safety is one of the ancillary tools provided by demand side platforms (DSPs). Let me explain how it works by way of an example. If there's a violent event in your area and it's being covered in the news, this isn't something you want associated with your brand. So from a brand safety perspective, we can develop settings inside your specific campaign that essentially say, 'Any form of bad news, tragedy, people passing away, etc. -- we are going to exclude your ad from being delivered in that environment.' That's one form of brand safety.

Another brand safety issue that some brands have concerns about is bathing suits. Some brands just don't want their ads to appear when people are showing so much skin, so we can block ads from appearing in these situations as well. These brand safety options are suitable for both big brands and small brands. Another ancillary tool inside DSPs is viewability. Needless to say, it's critically important to serve ads that are seen by the consumer, and this is a problem that has plagued the larger DSP programmatic ecosystem for many years. Solutions have been in place for many years as well, which are viewability metrics. What this boils down to is: we're only going to serve ads when they are seen by actual humans. There's a whole slew of great technology that prevents ads from being delivered to bad actors.

Brand safety and viewability are the key elements to the protection and viability of the larger programmatic and DSP ecosystem.

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