Brand Safety is the practice of helping advertisers steer clear of any inventory or placements that could cause harm to a clients brand. Brand Safe measures should be taken when you are trying to ensure that your ads on not being shown on any unwanted inventory. For example, you can layer ‘Safe from Gambling’ brand safe segments on your campaigns to make sure your ads are not displaying on any content where there is gambling.

Providers to use:

• Double Verify
• IAS
• comScore

There are many ways to approach adding brand safe measures on your campaigns:

• Adding third party brand safety/ anti-fraud segments (Double Verify & IAS)
• Allow/Block Lists – Either targeting specific sites that you know are brand safe or telling a campaign to exclude a certain batch of sites that you know not to be brand safe.
• Contextual Keyword Targeting – Similar to Allow & Block Lists, you can choose to target or anti target a group of keywords on your campaigns.
• Ads.txt Feature has been included at the targeting level within a line item. This feature tells the platform to only target inventory that is sanctioned by the sellers providing them. This feature does not apply to any In-App inventory.