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Share on XThe Challenge
For one major entertainment advertiser, brand suitability requirements across social media varied by the film being promoted. A family-friendly holiday release required maximum protection, while a horror campaign was less restrictive.
However, existing first-party platform filters weren’t flexible enough to meet these unique needs — creating a gap between brand safety and performance goals.
The Approach
The brand implemented IAS Social Optimization to layer customized suitability controls over its platform’s inventory filters. Starting with a relaxed first-party filter, IAS’s solution allowed the advertiser to fine-tune its suitability thresholds and blocklists for each campaign. This gave the brand more flexibility to align content adjacency with individual film requirements — without sacrificing scale.
Even with the cost of IAS Social Optimization and Total Media Quality included, the brand achieved measurable efficiency gains, showing that a customized approach to suitability drives both safety and scale.
With improved efficiency and lower CPMs, this brand’s savings can be reinvested into high-performing, suitable placements, reinforcing long-term campaign ROI across future social initiatives.
The Results
By shifting to a more dynamic suitability strategy, the brand achieved measurable gains across both performance and efficiency. More ads appeared in contextually aligned environments, driving stronger visibility and engagement from their target audience.
Video completion rates rose dramatically, and engagement followed suit, signaling that creative was resonating in the right moments. At the same time, smarter optimization reduced overall media costs, proving that brand suitability and efficiency can go hand in hand.
By taking a more dynamic approach to suitability, the brand achieved:
