The Basics of Brand Safety

The Internet is home to many different types of content — educational, inspiring, entertaining to name a few. But not every web page should deliver your message. With the rise of fake news and brand safety issues making headlines, it’s more important than ever to ensure your advertising appears alongside content that is right for your brand. We’re here to not only protect your brand equity and spend from unnecessary risk, but we are also giving you greater control around the context in which your message appears.

At IAS, our measurement and blocking technologies are used by the world’s largest brands. That means your ads won’t serve on pages that we’ve identified as unsafe based on your risk thresholds. And you have the data to prove it.

We analyze brand risk at the page level based on multiple variables including text, inbound and outbound links, and the URL. We group risk into eight different categories. Additional specifications are available for geo-compliance, keywords, and custom site lists. Across 40 languages. If the page doesn’t meet all of your specifications, your ad won’t serve.

For your programmatic buys, we’ve also developed predictive targeting segments accessible in all major demand-side platforms.

Our Approach to Brand Safety

We dynamically score individual pages so you know exactly what type of content will appear with your advertising. Whether it’s adult content, alcohol, gambling, hate speech, illegal downloads, illegal drugs, offensive language, or violence, we’ll work closely with you to set brand safety thresholds for each campaign, and save you from wasted impressions. We can also create custom keyword lists for additional protection.

To learn more about our brand safety solutions, download the Toolkit below!