Think your programmatic ads are safe just because you ticked some boxes? Not so fast. In 2024, one bad spot can blow up your brand for all the wrong reasons. Land on the wrong site and boom—you’re sitting next to some wild conspiracy stuff. Or way worse.
That’s not cute. Especially when marketers are dropping $68 billion-plus every year on digital ads (thanks Statista, 2023). The problem? The ad world is loud, kinda wild, and, honestly, a little messy.
Here’s the good news though: With Adobe Advertising DSP’s new open beta, you don’t have to cross your fingers anymore. You get real control—tweakable settings, clever filters, AI that adjusts as you go, and full-on honesty from partners like DoubleVerify and Integral Ad Science. You actually steer where things go—and you’ve got a map, too.
Sick of stressing over brand nightmares? Want to safeguard your campaigns with actual control? It’s happening now in DSP-land. If your squad needs extra-tuned solutions or souped-up reports, peep DSP Services for campaign safety that doesn’t leave your rep to chance.
Key Takeaways
It used to be easy. You uploaded your budget, started your campaign, and watched the internet do its thing. The reports you got were mostly about how much you spent, who saw your ad, and maybe your click-through rates.
Then everything changed. Now, your ads can land on anything: trending TikToks, random blogs, live gaming streams—you name it. The risk? Well, it’s higher than ever. According to Integral Ad Science’s 2023 survey, 42% of people say they see brands worse when ads show up next to nasty stuff. This isn’t just a maybe, either. Remember Pepsi? They had to yank their YouTube ads after they ran next to hate speech. Their PR team probably still has headaches.
Blacklists and whitelists? Yeah, those are dinosaur tools now. Websites change overnight and bad guys get smarter—think bots, fake pages, and hijacked domains. "Advertisers need more flexible controls," says Kelly Burke, an exec at Integral Ad Science. Just setting and forgetting won’t work.
Want to really protect your brand and stop burning cash? You need tools that move as fast as the web.
Adobe DSP’s beta drops real power into your hands.
"What’s really big here is pulling in DoubleVerify’s segment IDs across the whole system," says Sophia Green, product manager at Adobe Advertising. Less setting up, more winning.
It’s more than just dodging bad sites. Context is key.
Brand safety isn’t just about content but about where your ads go. Adobe’s beta digs deep:
Manual campaign work takes forever. Adobe DSP lets the AI handle the grind, so you plan the next move.
When you need to show the team what’s working, check those brand suitability reports. You get the story—the why, the where, the what’s next.
There’s nothing worse than being left in the dark. With the beta, you see:
You can even zap weak or off-brand publishers instantly. No waiting for IT or next week’s meeting.
"Advertisers want honest answers—and we’ve got their backs with live suitability scores and clear reports," says Jamie Luna, Adobe DSP’s product marketing lead. No more guessing.
All these new controls? They’re mostly for Twitch inventory and display or video ads—for now. You’ll get the best tools where the audience cares most.
Not every tool combo works just yet (like certain blocks on guaranteed deals), but Adobe’s speeding up updates.
Adobe’s open beta isn’t a "cross-your-fingers" thing—it’s rapid updates powered by real feedback. Users ask, engineers tweak, everybody wins. Some media types don’t get all features yet, but coverage is growing fast.
Advertisers are now tracked on every dollar and every ad spot. Teams are building new “brand suitability centers”—think better than old Facebook tools. It’s now about smart targeting, full campaign clarity, and tracking it all the way through. (Big ups to Amazon Attribution.)
With all this, your marketing finally gets to stay safe and loud. No more trade-offs.
Let’s see some real numbers behind the hype:
Lydia Chen, who leads programmatic at a big agency, says: "Control is nothing without clarity. We use Adobe DSP’s reports to coach clients and prove results, not just CPM or click stuff."
Winning teams are combining suitability with Amazon Attribution and brand lift research. Now the real question is, "Did my ad run where it mattered—and did it work?" It’s not just shouting into the void.
Early movers on these tools aren’t just safer. They’re winning more, too. Want to grow and stay safe? This is the play.
Brand safety means avoiding obvious risky stuff like hate and adult content. Brand suitability goes further—you pick what matches your brand values, not just what’s globally bad.
You’ve got DoubleVerify, Comscore, Peer39, and IAS on your side. That’s lots of options to keep ads safe, with strong reporting too.
Pick what you want to block or allow—like politics or financial stuff. Apply it at the brand or campaign level. The filters use real data for web, mobile, display, and video.
The beta is mostly for Twitch, display, and video ads. Some features (like some segment ID stuff) have limits but more will roll out soon.
Yes! Adobe DSP’s reports, Amazon attribution, and brand lift studies all show clear data for both safety and results.
Adobe curates inventory ahead of time, blocks bots, and uses trusted partners for checks. Fewer bots, less waste.
brandSafetyTierInheritedSettingDetails to set your base safety needs.brandSafetyTierTarget for specific rules.Your brand is worth more than old filters and crossed fingers. With Adobe DSP’s new tools and strong partners, your campaigns go further and stay safer.
Ready to stretch your ad dollars? Dive into DSP best practices, run an Amazon brand lift study, or play with Amazon Attribution.
If you’re looking to get real advanced, try AMC Cloud to pull together all your campaign data and keep measurement tight everywhere.