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0%
Drop in brand suitability fails
0%
Reduction in platform CPM
The Challenge
During peak travel seasons, social media conversations about accidents and natural disasters tend to surge — creating unwanted adjacency risks for insurance advertisers. A leading insurance brand wanted greater control over where its ads appeared, especially during the holidays, when such posts become more frequent.
However, default platform filters didn’t provide the precision needed to block specific types of content without limiting scale.
The Approach
Partnering with IAS, the brand implemented Social Optimization to create a custom suitability profile tailored to its unique risk thresholds. The team began by establishing a baseline using its standard first-party inventory filter, then relaxed those settings to allow more flexibility before layering in Social Optimization.
This setup allowed the brand to block only the most contextually misaligned content — like automotive accidents and natural disasters — while maintaining campaign reach and efficiency.
The Results
The impact was immediate. The brand achieved a 38% reduction in brand suitability fail rates and an 18% decrease in platform CPM, even after accounting for the cost of Social Optimization. With fewer ads appearing next to unsuitable content, overall media efficiency improved, freeing up budget that could be reinvested into high-quality, brand-safe placements.
Why It Matters
For marketers in regulated industries like insurance, precision and protection are equally important. By pairing custom suitability controls with IAS Social Optimization, brands can safeguard reputation, eliminate waste, and reach audiences in the right moments — without compromising performance.
