Brand Safety

Brand Safety Concerns:
├── Content adjacency
├── Ad fraud
├── Viewability issues
├── Data misuse
└── Misleading placements

Industry Standards:
├── TAG (Trustworthy Accountability Group)
├── MRC (Media Rating Council)
├── IAB guidelines
├── GARM (Global Alliance for Responsible Media)
└── Coalition for Better Ads

Content Risks:
├── Adult content
├── Violence/gore
├── Hate speech
├── Illegal content
├── Misinformation
├── Controversial news
└── User-generated risk

Technical Risks:
├── Ad fraud (bots, farms)
├── Non-viewable inventory
├── Invalid traffic
├── Domain spoofing
├── Ad stacking
└── Pixel stuffing

Reputational Risks:
├── Competitor adjacency
├── Political content
├── Sensitive topics
├── Controversial figures
└── Crisis events

Brand Suitability Framework:
├── Floor (minimum acceptable)
│   ├── Adult & explicit sexual content
│   ├── Arms & ammunition
│   ├── Crime & harmful acts to individuals
│   ├── Death, injury, or military conflict
│   ├── Online piracy
│   ├── Hate speech & discrimination
│   ├── Obscenity & profanity
│   ├── Illegal drugs
│   ├── Spam or harmful content
│   ├── Terrorism
│   └── Debated sensitive social issues
└── Suitability (brand preference)
    ├── High risk
    ├── Medium risk
    ├── Low risk
    └── Floor only

Planning Steps:
├── Define brand suitability standards
├── Create inclusion lists (whitelist)
├── Build exclusion lists (blacklist)
├── Set content category exclusions
├── Configure keyword blocklists
└── Select verification partners

Inclusion Lists:
├── Vetted publisher domains
├── Premium inventory only
├── PMP deals
├── Direct publisher relationships
└── Curated marketplaces

Active Protection:
├── Real-time content classification
├── Pre-bid filtering
├── Post-bid verification
├── Fraud detection
├── Viewability thresholds
└── Geographic verification

DSP Controls:
├── Category exclusions
├── Keyword blocking
├── Domain blocking
├── App exclusions
├── Sensitive content filters
└── News content controls

Verification & Review:
├── Placement reports audit
├── Invalid traffic analysis
├── Brand safety violations review
├── Viewability metrics
└── Fraud detection results

Continuous Improvement:
├── Update exclusion lists
├── Refine keyword blocks
├── Add new vetted sites
├── Document incidents
└── Adjust thresholds

Major Vendors:
├── DoubleVerify
│   ├── Pre-bid + post-bid
│   ├── Content classification
│   ├── Fraud detection
│   └── Viewability
├── IAS (Integral Ad Science)
│   ├── Pre-bid + post-bid
│   ├── Context control
│   ├── Brand safety
│   └── Viewability
├── MOAT (Oracle)
│   ├── Attention metrics
│   ├── Viewability
│   └── Invalid traffic
└── comScore
    ├── Audience verification
    ├── Viewability
    └── Brand safety

Cost:
├── CPM-based: $0.01-$0.10
├── Percentage of spend: 1-3%
└── Enterprise contracts available

Viewability Standards (MRC):
├── Display: 50% pixels, 1 second
├── Video: 50% pixels, 2 seconds
├── Large display: 30% pixels, 1 second
└── Benchmark: 70%+ viewable

Invalid Traffic (IVT):
├── GIVT: General (filterable)
│   └── Known bots, spiders
├── SIVT: Sophisticated
│   └── Bot networks, fraud
└── Benchmark: \<5% total IVT

Brand Safety Rates:
├── Benchmark: 99%+ safe impressions
├── Zero tolerance for extreme content
└── Configurable thresholds

Key Metrics to Track:
├── Brand safety rate (%)
├── Viewability rate (%)
├── IVT rate (%)
├── Blocked impression count
├── Violation breakdown by type
├── Domain/app incident reports
└── Trend analysis

Frequency:
├── Real-time: Active monitoring
├── Daily: Incident alerts
├── Weekly: Performance review
├── Monthly: Comprehensive audit
└── Quarterly: Strategy review