The Path to Brand Suitability
There are three stages on the path to brand suitability—each representing a new level of sophistication. Whether you’re a brand, agency, or publisher, you need to determine where you sit on the path to brand suitability, and if you have the necessary tools in place to successfully meet your goals.
1. Legacy protection: The vast majority of advertisers are at this stage today, using domain- and keyword-level blacklisting and targeting to block inventory—which limits scale and reach, doesn’t provide adequate protection, and often blocks safe content.
2. Baseline protection: You adopt a more proactive approach in your brand safety strategy at this stage, implementing pre-bid solutions to block specific content and inventory while also identifying and avoiding fraudulent impressions.
3. Brand suitability: This is where you leverage the unique qualities and characteristics of your brand to develop and implement a customized approach to safety and suitability. You are able to accurately define and control your approach to targeting and avoidance, ensuring a balance of risk and opportunity.