Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investor Relations
Contact
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
  1. Home
  2. | Topics
  3. | Brand Safety & Suitability
  4. | 12 tips to protect your brand
March 21, 2017 by IAS Team

12 tips to protect your brand

Brand Safety & Suitability
Insights
Share:
12 tips to protect your brand

With fake news and extremist sites dominating the headlines, protecting your brand is more important than ever. We’re here to help protect your campaigns from unsafe environments in the planning stage, as well as during the campaign.

Here are 12 quick pointers for fast action:

  • Go deep. Domain-level protection is not enough. Different web pages on a website have different content topics, with different levels of risk. Make sure you’re getting page-level protection for true coverage.
  • Tag it. Make sure your publishers are running JavaScript tags to get the highest level of page URL visibility and brand safety protection.
  • It’s not that simple. Don’t rely on just one or two methods to protect your brand. Use a combination of exclusion lists, keywords, and page-level analysis for a comprehensive solution.
  • Don’t just set it and forget it. Make sure your exclusion list, keyword list, and parameters are up to date – and review them on a regular basis. As new celebrity scandals, international crises, and other concerns pop up, you’ll likely want to add new keywords to your list.
  • Give your programmatic some performance enhancers. Leverage pre-bid targeting in demand-side platforms (DSPs) to ensure your ads appear on safe environments. With pre-bid targeting segments, you can target away from risky content.
  • Block on. Sometimes planning and pre-set parameters aren’t enough. Add blocking to your brand safety solution, so your ads are prevented­ – in-real time – from serving near risky content. You’ll just need to use third-party creative ad servers to block in real-time.
  • Present a united front. Using both pre-bid and real-time brand safety blocking provides a stronger safeguard.
  • Quoi? Global brands need global protection. When assessing brand safety partners, make sure their solutions have multi-language capabilities – and can handle unique challenges that arise in multi-language keywords.
  • It’s all relative. “Risk” means different things to different brands – and may change on a campaign basis. Defining and customizing your risk thresholds is key.
  • Know your partner. Agencies are very familiar with their brand safety partners and their capabilities, and so should brands. More knowledge will give you more peace of mind.
  • Get everyone on the same page. Connect your publishers with your brand safety partner before the campaign launches, to ensure ongoing cooperative optimizations.
  • Don’t forget about fraud. To really protect your brand – and your advertising spend – you must avoid fraudulent traffic. Make sure you’re blocking for both brand safety and ad fraud.

Brand safety isn’t a solved problem – video, in-app, social media, and location-based brand safety are new frontiers being explored. New threats can pop up unexpectedly, and some may blur the line of what’s considered unsafe for brands (for more on fake news, check out this blog post).

But there’s a lot you can do to more proactively protect your brand, and campaigns. Across devices, and across the globe. Learn more about how our solutions can help protect your brand today.

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Introducing IAS pre-bid brand safety on TikTok
Introducing IAS pre-bid brand safety on…
Learn more ›

January 18, 2023 by IAS Teams

The 2023 Industry Pulse – Media experts predict more advertising opportunities
The 2023 Industry Pulse – Media…
Learn more ›

January 10, 2023 by IAS Teams

Navigating the ongoing European energy crisis
Learn more ›

November 22, 2022 by IAS Teams

IAS white red logo
Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

Audio

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2023 Integral Ad Science, Inc.

Accessibility_Icon Accessibility statement

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.