Ever had your brand’s nice, family-friendly ad pop up somewhere it really shouldn’t? Picture this: your wholesome granola bar ad drops right before a super gory movie trailer on YouTube, or your skincare banner flashes next to a wild conspiracy blog. Kinda makes you cringe, right? If you’ve ever winced at strange ad matches, you’re not the only one.
This isn’t just some “whoops” every now and then. Nowadays, with programmatic ad buying, every new campaign can turn into a minefield. Automated ad tech makes billions of choices every second. One bad placement can wipe away years of good rep. A recent IAB study said 78% of marketers are scared of bad ad placements. Can you blame them? Cancel culture’s real, and with social media, word travels at light speed. No brand is safe.
But here’s the good news: 2024 is shaking things up. Meet Demand-Side Platform (DSP) brand suitability controls—they’re in open beta on the big platforms now. Think: super detailed controls where YOU pick where your ads land. You don’t have to just cross your fingers anymore. Instead, you get to set the rules. You can block all the stuff you don’t love, only show up where your brand fits, and avoid ad fraud early. Big DSPs like Adobe, Amazon, and Meta are rolling out these powers for brands who want more control—but not more headaches. Need help setting this up? Dive into our DSP Services for the tour.
Key Takeaways
- Open beta DSP brand suitability = super tight control on where ads appear.
- Works with third-party tools like DoubleVerify and IAS.
- Block or allow by category, keyword, domain—even the vibe (sentiment)—before you even bid.
- See real-time reports to double-check brand safety, at scale.
- Custom suitability mixes with your campaign targeting and fraud-blocking plans.
- Works for top inventory like Twitch, Display, and Video ads on the leading DSPs.
Brand Safety vs. Suitability
Safety vs. Suitability
Let’s use a simple example: Brand safety is like your home’s alarm—it keeps out big trouble: violence, hate speech, scams, that kind of thing. No brand wants to be anywhere near those. Brand suitability is more like picking out your dream neighborhood. Think: it might be safe, but does it match your brand’s mood and message?
Say you're a yogurt brand and want a fun, family-friendly feel. You want bright, cheerful sites—not silly meme pages or harsh political rants. Suitability means putting your ads exactly where they look their best. It’s not only dodging disasters—it’s finding a place where your message really shines.
Why This Matters
Programmatic ads reach everyone, everywhere—but that makes mistakes more dangerous. In 2024, a bad ad placement can get screenshotted, turned into a meme, or go viral while you’re grabbing lunch. Remember Pepsi’s 2017 mess, with harmless ads next to touchy YouTube stuff? Or new brands finding out bots spent most of their ad money? It only takes one slip-up to go viral for all the wrong reasons.
Brand safety stops you from crashing. Brand suitability helps you actually win.
“Suitability blocks what’s not your brand—while finding spots that boost your message,” says Jason Goldberg at Publicis. In 2024, basic safety is just expected. Suitability is how smart brands stand out from the chaos.
New DSP Controls
Pre-Bid Precision
Brands want control up front—before they spend a dime. This is where the new DSP controls shine. Imagine setting a filter on your Insta feed, but for ad spots—based on what you care about:
- Exclude by category, keyword, or domain, before you bid: No more just hoping for the best. Want to block violent videos or hot-button topics? Easy—your ad never even goes near them.
- Detailed filter options: Dig down by campaign, ad group, or even that one banner on one site. You get to pick how picky you want to be.
- Mix and match blocklists/allow lists: Mix your own lists with ones publishers make. Handy if your audience is super picky, or you know what sites are “yikes” for your brand.
- Add DoubleVerify IDs: Your DSP rules will “travel” with the ad everywhere, making your choices stick. No more missing pieces.
This is control in 2024: You write the brand’s game plan. The DSP protects it, fast.
Platforms Adopting It
Amazon or Adobe made waves first, but it’s not just them. Meta’s Business Manager now has a Brand Safety and Suitability Center, so you can fix where Facebook and Instagram video ads show. These controls keep popping up for more inventory every month. Expect TikTok, Snap, and connected TV to jump on soon.
Example: Nike used Adobe DSP and DoubleVerify to block their ads from showing next to violence and mature themes. They only allowed ads on sports influencer pages—and it paid off. Engagement jumped 33%. DoubleVerify’s 2023 study says this isn’t random—the right spot gets better results, not just fewer problems.
Tech Stack Breakdown
Third-Party Tools
You don’t have to fly solo here. Here’s a quick look at the top tech helpers making brand suitability work:
- DoubleVerify (DV): Known for spotting real brand safety and custom fit. DV checks the content itself—in real time.
- Integral Ad Science (IAS): Uses AI for smart filters—looks for fraud, fake users, bad context, and if your ad will even be seen.
- Comscore & Peer39: Use advanced AI and read the meaning of stuff before you buy—blocks bad or off-brand content. Like, bad language, wild politics, or prank videos gone wrong.
These tools plug right into DSPs like Amazon, Adobe, or The Trade Desk. They’re like bouncers for your ads, not just looking for red flags—but checking what’s being said near your ad.
Custom Segments
No more one-size-fits-all. Want to block “crypto scam” sites or, say, opinion pieces on edgy elections? Turn on a special ID for that. Many providers let you pick special segments for a small fee. You pay just for what you need.
“Advertisers who activate third-party verification see 22% fewer unsafe placements,” says the 2023 IAS Media Quality Report. Bottom line: spend a bit now, save yourself headaches later.
Setup and Best Practices
Open Beta Features
Amazon and friends are making suitability controls a must-have, not just a side option. Here’s what’s rolling out:
- Controls at advertiser and ad group levels, through API: Build clear rules you can scale—great for big spenders and lots of campaigns.
- Pre-bid controls for rich ad spots: You’re not stuck with just banner ads. You can protect Twitch livestreams, videos, or mobile banners now, too.
- Auto weight suggestions: Targeting signups on joke sites? Want more engagement on sports? Your DSP can now adjust settings to balance risk and wins. Your brand rules can flex to what drives results—not just what “feels” safe.
Better Analytics
Control means nothing without feedback, right?
- Live monitoring: DSPs now show exactly where your ads ran—by category, publisher, even the vibe of the page.
- Instant blocks: See something sketchy? One click and your brand never shows there again.
- Feedback loops: Use live data—what’s working and what’s bombing—so you can adjust on the fly, not after it’s all over. Check out Amazon Brand Suitability Reports or Adobe DSP’s dashboards for fast, see-through analytics.
All this means marketers can adjust campaigns as things happen, not just fix stuff after it hurts.
Results: Less Fraud, More ROI
From Bots to Real People
Suitability isn’t just for saving face—it saves budget too:
- Blocks fraud: When every impression is checked before the auction, fakes and bots get pushed out. Your money isn’t wasted on robot clicks or zombie sites.
- Better ROI: Look at Magic Spoon, a CPG upstart. They turned on advanced suitability with Adobe DSP—blocking health supplement scams, weird headlines, you name it. Result: a 29% lift in real conversions, year over year.
User Experience
Algorithms run the ads, but people notice. Context matters—ads feel right when they match the website. Who wants to see a luxury skincare ad sandwiched between messy tabloid news? Suitability stops wasted displays, locks in better-quality eyes, and boosts real interest.
Sure, your ads might reach fewer people. But those people care more—and are way more likely to buy, click, or talk about you.
Suitability Snapshots
- Tight brand suitability is now the norm for DSP-driven campaigns.
- Open beta controls are going big on Amazon, Adobe, Meta, and others.
- Context and content mood aren’t “extras” anymore—they’re the heart of campaign planning.
- Real-time reporting means marketers can block, change, and improve, 24/7.
- Coming soon: Connected TV, audio, and new platforms are joining the suitability scene all through 2024 and 2025.
Recap: Supercharge Suitability
- Block stuff by content category, publisher, keyword, and mood—right from the start.
- Use third-party protection (DoubleVerify, IAS, Comscore) for backup.
- Watch reporting dashboards to audit and stop bad placements as you go.
- Test out beta controls on Twitch, Display, and Video ads for top-tier results.
- Match suitability setups to your real campaign goals (think: more sales, not just a safe feeling).
Brand Safety FAQs
1. What’s the big difference between brand safety and suitability?
Brand safety keeps out the worst stuff (hate, violence, scams). Suitability goes deeper—it makes sure every ad fits your brand’s feel, values, and fans. Both matter, but suitability is your “secret weapon” in a crowded ad market.
2. Do I need outside verification tools, or can I just use my DSP’s settings?
DSPs are better now. But DoubleVerify and IAS go deeper, with more AI power—extra useful for brands with special risks. Most brands, honestly, should layer both.
3. Are suitability tools just for giant budgets or video ads?
Nope! Early betas started on Twitch and Video, but this stuff is moving fast. By the end of 2024, these controls will be standard on all the big formats—display, mobile, native, and more. Even small and mid-size brands can use them.
4. Does advanced suitability mean higher costs?
Sometimes there’s a fee for extra filtering. But the payoff? Most brands earn that back quickly with better targeting, less waste, and more real sales. Paying for clean, good media is worth it.
5. What can I do if I see my ad in the wrong place?
Block that site or category right in your DSP. Update your blocklists for keywords and context, too. Check reports each week—staying on top of it is key.
6. Got any hot reporting tips?
Amazon DSP and others now show you exactly where each ad showed, and why it got placed there. Sort by category, mood, or your own tags—so you fix problems fast and get the most from your budget.
Suitability Setup Steps
- Set your brand’s tone, audience, and no-go zones. Is your brand serious? Witty? For all ages? Know before you mess with the settings.
- Turn on third-party verification in your DSP. Plug in DoubleVerify, IAS, or your favorite.
- Set up inclusion and blocklists. Get detailed—categories, sites, keywords, even mood. Double-check each new channel.
- Add rules at campaign and ad group level, with the DSP’s advanced tools or APIs.
- Watch live reports. Keep an eye on where your ads run, and flag weird spots fast.
- Try new channels as they launch. Twitch, CTV, and new video types have suitability controls now. Get ahead of the pack.
- Match suitability settings to your main goals. Don’t just chase safety. Tie settings to real goals like cost per lead, sales, and clicks.
Keeping your brand safe online takes more than old-school blocklists. DSP brand suitability puts marketers in the driver’s seat—so every ad impression actually helps. Want to go farther than “safe?” Aim for the perfect fit, one that clicks with your audience. That’s how winning brands stay fresh and trusted, even in today’s wild ad world.
Need easy cross-channel analytics or faster Amazon Marketing Cloud data? Check out AMC Cloud—our simple tool for reporting, segments, and all the insights you need inside AMC.
