Brand safety is a critical consideration in digital advertising, and Display & Video 360 (DV360) provides several tools and features to help advertisers maintain a safe and reputable advertising environment for their brands. Here's how brand safety is addressed in DV360:
1. Content Exclusion and Sensitivity:
- DV360 allows advertisers to exclude specific content categories, topics, or keywords where they do not want their ads to appear. This helps ensure that ads are not displayed alongside potentially harmful or inappropriate content.
- Advertisers can also opt to exclude content that may be considered sensitive, such as content related to drugs, alcohol, adult themes, or controversial subjects.
2. Brand Safety Customizations:
- Advertisers can create custom lists of specific websites or domains where they want their ads to appear (whitelists) and where they do not want their ads to appear (blacklists).
- These custom lists provide fine-grained control over ad placements, allowing advertisers to align their brand with trusted and relevant content while avoiding undesirable sites.
3. Ad Verification Tools:
- DV360 integrates with third-party ad verification services that monitor and assess ad placements for brand safety, viewability, and fraud detection.
- Advertisers can access reports and data from these verification services to ensure that their ads are delivered as intended and in brand-safe environments.
4. Viewability Controls:
- DV360 offers viewability controls that allow advertisers to set minimum viewability thresholds for their ads. This ensures that ads are only counted as viewable when a certain percentage of the ad is in the user's viewport.
5. Contextual Targeting:
- Advertisers can use contextual targeting to place their ads on websites and pages that are contextually relevant and safe for their brand. This involves targeting content based on the topics, themes, or keywords associated with the web page.
6. Reporting and Monitoring:
- DV360 provides reporting and monitoring tools that allow advertisers to track the performance and placement of their ads in real-time. Advertisers can use this data to identify any potential brand safety issues and take immediate action if needed.
7. YouTube Brand Safety:
- For ads placed on YouTube through DV360, advertisers can utilize YouTube's brand safety controls and features to manage where their video ads appear and ensure they are not shown on inappropriate or sensitive content.
It's important for advertisers to regularly review their brand safety settings and actively manage their campaigns to maintain brand reputation and ensure that their messaging appears in appropriate online environments. Brand safety should be an integral part of any digital advertising strategy, and DV360 provides the tools to help advertisers achieve this.