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Share on XBrand safety and suitability are crucial for safeguarding a brand and ensuring their ads effectively and accurately reach their target audiences. From exclusion lists to contextual targeting, here’s your glossary of key brand safety and suitability terms. For more on brand safety, check out our guide.
Audit Bureau of Circulations (ABC)
The ABC offers independent auditing services, delivering certification for verification providers that meet industry-agreed criteria. This U.K.-based organization is governed by the media industry and represents the differing interests across the industry.
Advertiser Protection Bureau
Advertiser Protection Bureau is is a group formed to enable agencies to share the collective responsibility of achieving Advertising Assurance, which is how the association defines its efforts to create environments where brands and consumers can coexist with trust.
Blocking
Blocking refers to the ability to keep ads off webpages that are unsafe. If the page is identified as unsafe, then the ad will not serve.
Brand Risk
Brand risk refers to pages that are identified as posing various levels of risk to brand image and/or reputation through association.
Brand Safety
Brand safety refers to measures taken to protect your brand from content that’s generally recognized as unsafe.
Contextual Avoidance
Contextual avoidance provides more granular control of content adjacencies and controls for appropriateness of various contexts, as tailored for a specific brand. Advertisers can control the contextual relevance of the content they serve alongside to maximize both the impact and cost efficiency.
Contextual Targeting
Contextual targeting delivers programmatic buyers unprecedented precision for targeting content that is contextually relevant for a given brand or campaign to increase recognition and engagement.
Deepfake
Deepfakes are defined as an image or recording that has been convincingly altered and manipulated to misrepresent someone as doing or saying something that was not actually done or said.
Exclusion List
A list of domains that a brand is not willing for its advertising to appear on.
Floor Risk
Content not appropriate for any advertising support.
Global Alliance for Responsible Media (GARM)
is an industry-first effort that unites marketers, media agencies, media platforms, industry associations and advertising technology solutions providers to safeguard the potential of digital media by reducing the availability and monetization of harmful content online. GARM was created for industry standardization and consistent alignment among these various media groups.
High Risk
Content that is either risky or explicitly offensive, and even possibly illegal.
Inclusion List
A list of pre-approved domains that a brand finds acceptable for its advertising to appear on, regardless of any brand safety settings that may already be in place.
Interactive Advertising Bureau (IAB)
A global organization that develops industry standards, conducts research, and provides legal support for the online advertising industry.
Keyword List
A list of words a brand wishes to avoid their advertising appearing adjacent to.
Low Risk
Content that is suitable for all ages and audiences, and does not contain anything offensive in nature and/or theme.
Media Rating Council (MRC)
A U.S.-based industry organization that aims to secure valid, reliable, and effective measurement services for the media industry through an audit and accreditation system. When MRC accredited, a verification providers’ measurement services meet the established criteria.
Misinformation (GARM)
Misinformation is defined as the presence of verifiably false or willfully misleading content that is directly connected to user or societal harm
Moderate Risk
Content that is suitable for some brands; thought should be given to the subjective nature of this content, such as alcohol, or tobacco.
Multimedia Classification
Detects images, audio, and text within video content for the most accurate safety and suitability protection.
Pre-Bid
Occurring before a purchase takes place. A brand or agency may want to know the likelihood that inventory will meet certain criteria before bidding on it – that is, pre-bid.
Required List
Target a specific list of sites on which a customer’s ads should only serve upon.
Brand Suitability
Takes the next step by aligning with content that’s an ideal fit for your brand’s values or campaign goals. In other words, brand suitability tactics go a step further by considering the entire content environment.
Trustworthy Accountability Group (TAG)
A cross-industry accountability program that works to create transparency in business relationships and transactions in the digital ad industry, while continuing to enable innovation.
