Here's the thing about digital ads that most people hate to talk about: just one badly placed ad can wreck years of brand trust. Imagine this—you spend months crafting a friendly cat food campaign. Then out of nowhere, your ad runs right before a hunting video. Seriously, what a nightmare. One mistake like that, and suddenly your brand is the joke in the group chat. Or worse, the internet starts canceling you.
But guess what? The tools for advertisers are way better now. Demand-side platforms (DSPs) from Amazon and Adobe give you real control. We're not talking about silly blocklists anymore. These new open beta controls let you tweak the vibe, spot, and audience for your ad with almost chef-like precision.
No more fixing screw-ups after someone screenshots your mistake at 2 a.m. These are real-time settings that let you use super-detailed data and finally feel like the tech is actually helping. Whether you’re launching something big or just trying not to end up on Twitter for all the wrong reasons, brand suitability should be your secret sauce.
If you want to get more from Amazon's DSP, or need custom help, check out our DSP Services for top-notch targeting and suitability tweaks.
Key Takeaways
- Brand suitability isn’t just safety—you get the power to control where and how ads show up
- Adobe and Amazon DSP both let you fine-tune settings in open beta for better targeting
- DoubleVerify, Integral Ad Science, and others let you screen out bad matches before your ad even runs
- Use APIs, segment IDs, and filters for even better DSP control
- These tools are only getting stronger—get on board or get left behind
What’s Brand Suitability?
Let’s drop the fancy words. Brand safety blocks your ad from showing near hateful, violent, or super sketchy content. Brand suitability goes further—it’s like having a Netflix playlist for your brand, making sure your ads land in places that feel right for your audience and style.
Think about a cereal brand for kids. Basic safety means no adult stuff around Tony the Tiger. Suitability means they go deeper. No dark thrillers, gritty news, or even gaming videos that parents might not love.
Classic Example:
- Big kids' cereal brands block both explicit content (safety) and mature or scary stuff (suitability).
But why should you even care? Easy—the numbers say it all:
- 61% of people say bad ad placement ruins brand trust (Source).
- 85% of marketing bosses want suitability tools in their DSP now (Adweek, 2023).
Here’s what Randall Rothenberg, ex-IAB CEO, says: "Suitability is context. Brands need their ads to show up where it makes sense."
Suitability isn’t just about dodging problems. It helps your brand look consistent and in control—even when your ad is just one tiny piece in a huge web puzzle.
The Open Beta Shift
Let’s get to the point. Suitability controls are not just a box you tick—they’re a whole toolkit. Here’s what makes the big DSPs cool now:
Adobe Advertising DSP
- Brand Protection in Action: Adobe mixes fraud checks, smart keyword filters, and top verification tools like DoubleVerify and Peer39, so you get tons of safety right out the gate.
- Custom Campaign Goals: You can pick exact goals and let smart algorithms match your ads with the right context. It’s detailed but not crazy hard.
- Segment IDs: Send DoubleVerify rules to each ad slot before you even run it. Catch bad stuff up front, not after the damage.
- Granular Filtering: Be picky. Block categories, keywords, or even entire sites on any kind of ad (native, video, desktop). If you want to avoid conspiracy sites or true crime content, you can block those with a couple of clicks.
"Advertisers want pre-bid tools as strong as post-bid checks. We're building for full control, so your brand never slips up," an Adobe DSP Product Manager shared in a recent webinar.
Amazon DSP
- Third-Party Verification: The open beta uses DoubleVerify and Integral Ad Science to filter for safety and suitability on Display and Video.
- API Control: Beta tools mean you can push blocklists with API at both advertiser and ad group level. Great if you juggle a bunch of brands that need updates on the fly.
- Creative Control: It’s smart and works well. Control placements, exclusions, and blocks exactly as you like. Pet food brands, for example, can avoid hunting or gun-related content—even if it pops up tomorrow or next week.
- Current Limits: This is just for Twitch ads right now, but Amazon plans to expand it fast.
"Amazon's DSP beta is about making brand suitability a live, changeable safety net," says a solutions architect at Amazon Ads.
The bottom line—today’s brand suitability tools keep up with the wild web. No more clunky fixes.
Tech Behind Suitability
So you wanna step up your DSP game? You need the basics of how this stuff works. Here’s a peek behind the curtain:
Segment IDs
- With DoubleVerify segment IDs, you set rules once and they work everywhere—for all placements and campaigns. Change it in your dashboard and your whole campaign syncs up.
- It isn’t just easier. It protects your brand everywhere—less chance of a surprise bad spot.
Contextual Filters
- Get specific. Set filters at your brand or group level. Block by site, keyword, emotion, or topic (maybe you want to skip all crime news or avoid super negative videos).
- These filters are showing up in more platforms—Meta, TikTok, YouTube, etc. If your DSP doesn't offer these, you're falling behind.
Pre-Bid vs Post-Bid
Wasted ad views means wasted cash and possible PR mess. Timing is everything:
- Pre-bid filtering: Stops bad matches before your ad ever runs. Simple.
- Post-bid filtering: Checks after your ad’s live, but then you may need to clean up the mess—a pain.
Gartner says pre-bid filters cut waste by up to 40% compared to post-bid lists.
If you’re stuck doing things the old way, your competitor is winning attention you should have.
Industry Trends
Heads up: Suitability is now a must-have, not just a nice-to-have. Here’s what’s hot right now:
- Meta (Facebook and Instagram): New topic blockers, better blocklists, and more. If you’re not deep in "brand safety facebook business manager," you’re behind.
- Amazon DSP: Mixing shopping data and filters for ads that really match content and audience.
- Connected TV (CTV): IAB Europe is rolling out new rules for CTV like Netflix, Roku, Hulu. TV apps are growing fast, and now there are real standards to protect brands.
Verification Race
- DoubleVerify, Integral Ad Science, Comscore, and Peer39 now use AI to scan for content issues, update filters fast, and make it easier for you to control everything in one spot.
- Centralized segment IDs and single logins mean quick changes roll out everywhere instantly.
2024 is the year suitability counts as a real performance result—Jerry Daykin at GSK said it best. Marketers are done playing it too safe. They want to see suitability move the needle.
Real Wins
Brands are already winning with smart suitability moves:
- Food and beverage companies dodge drama by skipping fake health news and wild politics.
- Sports campaigns block controversial stories, making sure ads show only during positive coverage. One big sports brand even switched its spots on the fly during a global event. Crisis avoided.
- Financial brands avoid scary headlines to build trust with steady, safe placements.
This isn’t just safety—it’s about leveling up.
Suitability Power-Up Steps
Why It Matters
Suitability isn’t the flashiest thing. But it’s important. Here’s why:
- Match up: Your ad shows to the right people at the perfect moment.
- Less risk: Less mess for your brand, less wasted ad spend.
- Works everywhere: CTV, web, mobile, social—stay on top in every channel.
- API power: Change rules and stay up-to-date as culture changes suddenly.
Marketers using these tools see fewer brand flops and better ad results. That means more clicks and less wasted effort—because context boosts interest.
Who Makes the Rules?
Here’s the fun part: You do.
- Decide what’s a no-go for your brand. Maybe it’s politics, explicit songs, or bad economy news.
- Set your DSP for your needs—not just the usual stuff everyone else does.
- Then let your partners (DoubleVerify, IAS, etc.) handle the scanning, blocking, and reporting, all in real time.
If you’re still just using basic settings, it’s like running a marathon in flip-flops. Marketers using all the tools get more eyes, better results, and way fewer headaches.
Key Suitability Moves
- Brand suitability is NOT brand safety; it's about making sure DSP ads land in the right place
- Adobe and Amazon DSP let you set up custom, scaling suitability rules (open beta—try them out!)
- DoubleVerify, Integral Ad Science, and others give real-time, segment ID tracking
- Pre-bid filtering wins—less waste, fewer blunders compared to old-school blocklists
- The world is changing—platforms like CTV, social, and programmatic are all in on better suitability tools
Frequently Asked Questions
- How is brand suitability different from brand safety in DSPs?
Brand safety filters out the bad stuff for everyone—like hate speech. Suitability is about matching placements to what fits your specific brand and audience. Think of it as customizing the safety bike for your own ride.
- Which DSPs offer brand suitability settings?
Adobe Advertising DSP and Amazon DSP are out front, with strong beta tools rolling now. Facebook and Instagram (Meta) have topic settings, and a "meta brand safety and suitability center" is coming out to handle even more.
- How do DoubleVerify and Integral Ad Science help?
They scan the web live with smart AI, checking content before and after your ad shows. Their segment IDs help keep your ad in safe, smart spots—and out of the trouble ones.
- How detailed are Amazon DSP’s suitability settings in open beta?
You can set blocks at the site, keyword, or publisher level, for either the whole advertiser or just a group. APIs make it easy to change things fast. It’s working now for Twitch display and video, but more is on the way.
- Do these tools work for TV and new ad types?
Yep—suitability is coming to CTV and video placements fast. IAB Europe, Amazon, and Meta are all rolling out better, uniform standards so you can cover stuff as new channels pop up.
Suitability Checklist
- Check all DSP settings—Adobe, Amazon, Meta, and more
- List out your brand’s “red flag” topics, moods, and themes so nothing sneaks by
- Talk to DoubleVerify or IAS for the top segment IDs and filter advice
- Automate API updates for blocks—especially for bigger or multiple brands
- Review ad settings and where your ads land often, then adjust as needed
- Play around with open beta tools—start with Twitch on Amazon DSP. Track results, compare, then improve
Want your ads to always look like they belong? Suitability is the way. It’s how you prep for the future—making sure every ad is in the right spot, for the right folks, at the right time.
Need even more ways to boost your Amazon DSP? See all our Features to max out your results.
Ready to shake things up? Try open beta suitability controls, then check out an Amazon brand lift study or DSP optimization review. For even more, take a peek at our Amazon attribution and DSP optimization guides.
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