If you’re dumping cash into digital ads, you’re letting robots pick where your brand shows up. Your sweet ad might land next to a cat video, or worse—something sketchy. All it takes is one bad placement, and now your campaign is chilling with internet nonsense. That’s a PR mess nobody wants.
Ad platforms brag about reach and views, but they don't really mention where your ads actually live. Sure, you can get a million eyeballs, but what do you do if those eyeballs are watching something embarrassing or unsafe? With budgets tighter and everyone side-eyeing public trust, that’s a gamble most marketers don’t want. Imagine waking up to a viral tweet roasting your brand because your ad played on a conspiracy site. Yikes.
Here’s the good news: Adobe DSP and Amazon DSP just dropped new open beta tools. Now you call the shots on exactly where your ads appear. Sick of “spray and pray”? These upgrades let you get picky—think laser focus for your brand safety. Every ad dollar fits your vibe, your team stops sweating bullets, and you can finally stop worrying about internet drama.
If you’ve ever dealt with wild platform changes—yeah, all of us (looking at you, Meta brand safety center)—these new DSP tools are your answer. You get real third-party checks (no more taking the platform’s word), shinier dashboards for tracking, and super precise blocking controls. All right at your fingertips. Real protection, not fake promises.
Need help with Amazon DSP’s new tools? Check out our DSP Services for extra help and smart controls.
Brand safety isn’t hype—it’s life or death in 2024. If you’re spending even a buck on programmatic ads, you gotta keep ads out of “bad neighborhoods.” IAS’s 2023 Industry Pulse says 90% of people care about brand safety when they buy. That means one bad spot and your sales take a hit. In today’s world, news travels mega fast. A bad ad placement can blow up your rep, not just your ROI.
Brands aren’t just what they sell. They’re all about trust now. Show up next to fake news, hate, or just stuff that makes no sense (like a luxury watch next to meme garbage), and trust goes out the window. Comscore’s got proof too: 75% of people feel worse about a brand if it’s near something sketchy.
Let’s skip the buzzwords: Amazon and Adobe DSP now have open beta brand safety tools—API access and all the good stuff. It’s a total overhaul. New settings let you fine-tune ads, both for all your campaigns or just certain ones. No more hoping and praying your ad doesn't pop up somewhere weird. Want to avoid clickbait, politics, or random trash? Make it happen before you hit go.
Expert insight: “In today’s world, brand safety can’t be skipped. DSP tools let you act before things go wrong.” — Lauren Fisher, Advertiser Perceptions
Big-time partnerships. Adobe DSP links up with DoubleVerify, Integral Ad Science, Comscore, and Peer39 for serious brand safety. That means you get fraud checks, bot busting, and content filters on every campaign, across every channel. Their giant data pools help keep bad stuff away from your ads.
DoubleVerify ABS Pre-bid. This tool is a big upgrade. Instead of looking for problems after your ad runs, you set the rules up front. Every campaign gets a DoubleVerify segment ID. If a site is flagged, the DSP blocks it right away. No delays, no excuses.
Context filters. Tired of basic blacklists that kill your reach? With Adobe’s new tools, you skip only the content that doesn't match, not huge chunks of the web. Block exact topics (like politics or adult jokes), or double-down on stuff you want. Every dollar pushes your brand, not random junk.
Brand safety used to mean “don’t be near the worst.” Now it’s much more. With Adobe DSP, you set the limits, and you choose what matters. The AI runs fast, but you stay in control.
Picture a kids’ toy brand going all-in with Adobe DSP. They use DoubleVerify to block anything adult, political, or violent. They add Peer39 to aim for family stuff. Plus, they ban words like “scary” or “bully.” Their brand stays super clean—no awkward placements, no unhappy parents. After, they saw 30% better brand recall and a 22% dip in negative reviews compared to older campaigns.
Super strong checks. Amazon DSP has DoubleVerify, IAS, Oracle Data Cloud, and Pixalate. Not just for looks—these tools block bot farms, fake clicks, scammers, and gross content before you spend a dime. Their tech works with Amazon’s own, so there’s backup on backup.
Safety vs. suitability. Safety keeps you out of disasters (hate, violence, NSFW junk). Suitability matches your brand vibe and voice. Like, a fun pet food brand can skip sad pet loss stuff. A wellness brand skips junk food ads. It’s how you make each impression count and fit your mission.
API power. Amazon’s open tools let you set custom safety rules by campaign—even for Twitch inventory (with more places coming soon). Exclude what you want, tweak controls for both display and video, and switch gears super quick. For fast-twitch brands, it’s a lifesaver.
Early feedback. This open beta isn’t practice—it’s early access and power. Amazon and Adobe use your feedback to improve super fast, which means you get advanced features before most people even know about them. That’s a real edge over the competition.
A fintech startup aimed at Gen Z uses Amazon DSP’s new API. They block crypto hype sites—not their thing, since they focus on smart money and education. Instead, they show ads on channels about sustainability or finance basics. In three months, complaints dropped by 24%. Clicks on finance topics jumped 17%. So the compliance team slept better, and fans stuck around.
Pre-bid rules block risky placements before you pay—like a bouncer turning away weirdos at the club door. If anything slips by, post-bid checks find it and you can block it next time. No more guessing. This double check means less wasted money and smarter teams every campaign.
Expert Tip: “You used to get one shot at a safety report. Now, DSPs keep you in the loop nonstop.” — Samantha Wolfe, AdTech Consultant
Automation is key for big campaigns—a computer can check a billion web pages in a blink. But the best DSPs (Adobe, Amazon) still let you step in any time. Block by type, by site, or even single words. You always have the last say. Human plus machine is how smart brands stay on top when things get messy overnight.
Some brands can’t risk even one awkward moment. That’s where custom rules win out. Block all politics, blacklist writers, avoid gossip—done. Set rules and see, in real time, how ads are placed. Marketers can tweak filters as new issues pop up. Your campaign stays fresh, not just a quarterly list.
Maybe you’re a new health app who wants zero diet fads in your ad space. With these tools, you block all inventory with terms like “miracle pills” and bad sites. That’s instant brand protection.
Little changes add up fast, both in good brand feelings and hard numbers. Big or small, every ad makes a difference, so make them all count for you—not against you.
Dashboards are your new best friend. The new DSP views show you:
Stop guessing. No pointless spreadsheets. Everything is visible, right down to site and segment. Good leaders use this “show and tell” to prove brand safety is making money, not just checking a box.
Q1: What’s the difference between brand safety and brand suitability?
Brand safety is blocking your ads from the worst-out-there—hate, porn, scams, grossness. Suitability is about fit, like matching your tone. A vegan food ad may avoid BBQ sites. You want both.
Q2: How do pre-bid and post-bid controls work in Adobe and Amazon DSP?
Pre-bid blocks risky places before you even pay, using outside checker tools. Post-bid lets you see what got through, so you can fix your rules on the fly.
Q3: Why use third-party verification (DoubleVerify, IAS, etc.)?
You want someone outside the platform to check for bots, scams, and iffy sites. These partners work for you, not just the DSPs, so you can trust their checks more.
Q4: Can I block individual publishers or keywords?
Yep, both Adobe and Amazon DSP let you block exact sites, topics, or even words. Some brands change their block lists every month to dodge new problems fast.
Q5: Is this only for big brands?
Nope. Anyone can use these beta tools. It’s not just big budgets now. Even a small shop can have top-shelf safety and fit.
Brand safety isn’t just for bragging. In today’s programmatic mess, it’s your shield. With Adobe and Amazon’s new tools, YOU decide what’s safe. Automation saves you time, but your eyes keep things sharp. Ready to keep your ads out of the wrong places? Now’s the time to lock these tools in.
Want smarter analytics with Amazon? AMC Cloud gives you deep reporting, so you grow with safety and real insight.
Want more control? Check our guides on DSP optimization, Amazon brand lift study, and Amazon attribution. Get more out of your ad spend—without risking your good name.