Imagine you’re the marketing boss at a brand that’s blowing up. You just landed a huge seven-figure budget for digital ads. You’re pumped… until your CEO texts you.
There’s your precious logo, chilling next to fake news, Fortnite cheat ads, or, um, some NSFW stuff.
Oof. Stomach drops. This isn’t some far-off horror story—it’s what happens every day. Every time your ad pops up on a sketchy site you didn’t check, your brand’s image takes a risk. But what if you could run ads everywhere and keep your brand looking sharp? Here comes Adobe Advertising DSP, now in open beta, flexing brand suitability muscles.
If you want Meta or Amazon ad reach without the panic attacks, Adobe’s new tools make a difference. You get more control, smart automation, and wider channel options. Plus, you can stop worrying about bizarre ad placements. Curious how it all works?
Key Takeaways
Picture this: In 2017, big advertisers found their YouTube ads next to hate or wild content. They freaked. Millions in campaigns got pulled in days. Agencies and platforms scrambled, like, “Fix it, NOW.”
Brand safety went from “nice to have” to “this could kill us.” Trust took real damage. Facebook, Amazon, and others started adding keyword blocking, topic exclusions, blacklists, plus third-party checks. Still, real control was a headache. Too much blocking slowed campaigns. Not enough was risky.
If you need advanced options for Amazon ads, check out our DSP Services for hands-on campaign setup and protection.
Let’s be honest—most think Adobe is only Photoshop. But their DSP is gaining fans who want reach and safe placements. With the new beta, Adobe DSP is fighting head-to-head with Meta and Amazon to become the safest programmatic tool.
“Advertisers want automation and control. We’re not risking years of trust,” says Rachel Dennis, a digital lead at a big agency.
It’s not just dodging disasters. It’s getting your message out there without any “brand in trouble” moments.
Keeping out unsafe ads is like building a digital wall. Adobe DSP makes this real by tying together top safety groups: DoubleVerify, IAS, Comscore, Peer39. What’s it mean?
Meta makes you handle separate setups for each partner. With Adobe, it’s all right there—less juggling.
This geeky, but lifesaving tool lets you set a DoubleVerify “segment ID” per ad placement. It blocks junk before your ad’s even included (pre-bid), not after.
Sometimes you pay more for “premium” segments. Honestly, cheaper than a PR nightmare.
Every brand’s got their edge. Maybe your crowd’s down for jokes, but you hate politics. Or you need total kid-friendliness. Adobe DSP lets you pick where the lines are—no one-size-fits-all.
“Getting this detailed means we don’t hurt results but don’t embarrass the brand,” says Marcus Wu, media director at Reprise.
You can pick safety settings for the whole advertiser or fine-tune per ad group.
Grow faster, stress less.
AI in ads isn’t just hype now. Adobe DSP lets you start with custom campaign goals (the ‘ADSP_’ ones) and then:
You can use Adobe’s picks or tweak them. This is a big win if you’re tired of fighting for every balance.
“AI works best when it’s easy and honest. Adobe’s help has boosted both results and safety,” says Sara Fields, VP at Thrive.
Quick side-by-side:
If you want less tinkering and more results, Adobe’s a strong bet.
Real talk:
The best part? You get to help build it. Adobe wants beta testers to call out what’s good, what’s not, and what you really need. Your feedback actually matters right now.
BTW: In 2023, over half of advertisers said brand suitability was their #1 must-have feature in DSPs. Just two years ago, it was only 31%.
How’s Adobe’s safety different from Meta’s?
Everything in one dashboard. Connect partners and tune goals all in one spot—not five.
Can I customize safety by campaign?
Yep. Set controls for your whole account or per ad group. Tweak every campaign if you want.
Does it support all ad types?
Right now: Display and Video on Twitch. More channels coming. Check before running big campaigns to be sure.
Is there an extra cost for more security?
Sometimes. Premium vendor tools may cost extra, but it’s way less than losing brand trust.
How fast do reports show changes?
Almost instantly. Change a block or filter, see the results right away. No waiting days or weeks.
What if a new risk or hot topic pops up?
Easy. Use partner integrations and manual blocks fast—shut trouble down in minutes, not after it goes viral.
In today’s world, reputation is everything. You need more than just a "safe" check mark. Adobe DSP’s beta gives you control, smart AI, and deep partner support—all in one dashboard. Mix and match automated and manual tweaks with ease.
If you care about your brand (and your numbers), now’s the moment to give Adobe’s new brand suitability suite a try.
Don’t use safety tools that slow you down. Check out our dsp optimization, details on the amazon brand lift study, or see how amazon attribution can help your brand stay strong.
Need top-notch Amazon campaign reporting? See how Requery can level up your insights.