What is Brand Safety?

AdTech Education Series - Fundamentals - Brand Safety

  • 2 min read
Photo by davisuko on Unsplash

Our AdTech Education Series

Welcome to another installment in our series of posts wherein we dive into the basics of AdTech so you can fully understand what everything means and why it matters. We want to empower you to make the best decisions you can for your business. So sit back and join us!

Some Preamble

We highly recommend reading our entry on Tech Fees in our education series to get a sense of some fundamentals before diving into brand safety. What is a Tech Fee?

What property am I bidding on?

When we think about how many impressions we serve over the course of our campaign the sheer scale is enough to induce a headache. We rely on digital systems to make sure that we’re advertising to end customers that are actually potentially interested in our products and services. An important consideration that can be overlooked is do we want our brand to associate itself with the website that it’s been advertised on?

Reliable DSPs

A good start is picking an ethical DSP. You should have an understanding of what their principles are and what they believe are important so you can be confident that the properties you’re advertising are on the up and up. Your DSP should take the properties they bid on seriously and do routine audits.

Reliable SSPs/Exchanges

Don’t be afraid to ask your DSP what SSPs/Exchanges they work with. This will help you get a sense of who they do business with and ultimately thats who has the relationship with the property owners.

Add-on products

There are several companies that provide brand safety as an add on product, some DSPs even offer it in house. These companies will analyze a page for potentially unsafe/untoward properties and filter them out to ensure that your brand is protected.

How is AdverIQ different?

AdverIQ includes brand safety out of the box. You can select how aggressive you want to be about it during the creation of the campaign. We also routinely audit the properties sent to us as bid requests to make sure your brand is protected. All of this is available to every user for every campaign at no charge because we believe your brand has a right to bid only on properties that can benefit your business, not harm it.