Picture this: you just spent thousands on a fancy ad campaign. Hopes are high. Then your shiny brand message pops up right after a Twitch streamer rants about crypto scams. Yikes. Not what you pictured.
This isn’t some rare, horror story either. It happens all the time. A recent study says 68% of people instantly lose trust in brands when their ads appear beside gross or offensive stuff. This is not just a PR mess. That’s actual money—maybe jobs—gone. These days, one viral mistake can set the internet on fire. Keeping your brand safe is not just a good idea now. It’s do-or-die.
But hey, good news. You don’t have to let random ad robots decide your fate. Amazon’s DSP (Demand-Side Platform) is dropping some serious tools in your lap. Their new “brand suitability” tech (it’s in open beta) lets you choose not just where your ads show up—but how they fit. It’s offense and defense. No more ads stuck beside cringe stuff. You can finally get choosy.
Gone are the days of spraying ads everywhere and hoping. With these DSP controls, your ads land where they’re meant to—boosting trust and, yeah, ROI. Let’s see how you can lower your brand’s risk and win while others are still playing ad roulette.
“Top brands don’t just pay for eyeballs—they pick their context.”
Key Takeaways
Brand safety is like a fire extinguisher. It keeps your ads away from the internet’s biggest dumpster fires—scams, hate speech, R-rated stuff, fake news, and other garbage. Your boss asks what stops your brand from landing in trouble? This is the stuff.
Amazon DSP has this covered from the get-go. Out the box, it blocks big risks using companies like DoubleVerify, IAS, and Peer39. It’s kind of like having hyper-aware security guards checking every ad. But here, things run smooth and fast.
These third-party companies are a big deal. They scan websites, spot risky stuff, and run systems that catch what humans miss. You get peace of mind. A lot less “Oh no!” on Slack.
But what if you want more than just dodging disasters? Say you run a fun Gen-Z snack brand. You don’t want your happy ad popping up after grim crime news. Even if it’s “safe,” it’s not the right mood.
Brand suitability means picking what fits—not just avoiding the worst. You can get picky about content types, vibes, or even what creators your ad sits by. It’s not just a guard. It’s a stylist.
Sean Corcoran from DoubleVerify said it best: “Brand suitability is the chess match—brand safety is just the first move.” So you’re not only playing defense. You’re picking your field, your crowd—even your lighting.
Most people can’t untangle your brand message from where they see it. Context means everything. Remember that terrible Pepsi ad mess? Context can destroy good intentions in a flash.
Adobe’s 2023 DSP survey? 72% of marketers saw better engagement when they tuned ads for the right vibe. That’s a huge difference—not just some little bump.
If you focus on context, you get:
If you want to squeeze every dollar, don’t just block bad stuff. Check out DSP Services to really crank your campaigns up. Make your own rules. Watch things run smarter.
Most advertisers sweat over ads landing on random sketchy blogs. But what about landing in flat-out boring or off-message spots? DSP’s new tools let you turn your brand’s values into real, programmable rules.
Run a wild apparel brand? Block all the dull stuff. Building a health-tech brand? Avoid anything weird or fake. Think of it as Goldilocks for ads—never too wild, never too sleepy.
These settings are not “set it and forget it.” You set, watch, and refine. As things get more complicated out there, this much control is going to be the must-have for serious brands.
DSP controls are way more than a basic “block all the bad” option. Here’s a peek:
You access this in Amazon’s API or simple dashboard. Big agencies can code, small teams can just click.
Once it’s set, you get reports every day. You’ll see exactly where your ads showed up and what got blocked. No more wishing and guessing.
Pair DSP’s settings with tools like DoubleVerify, Peer39, and IAS for a power boost:
Peer39’s Josh Klein sums it up: “Super-detailed targeting used to be a luxury; now, it’s the secret weapon.” He’s right. If you want an edge, start here.
This tech zooms in on details. Only want certain types of Twitch streams? Easy. Launch a big video push? Attach extra IDs so you dodged the wrong stuff—even after the ad runs.
DSP’s AI will suggest brand-safety tweaks as it learns what clicks for you. If data is your jam, this dashboard is gold.
What really stands out in this beta is the clear-as-day reporting. You see:
Best part? You can keep tuning things in real time. Set, check, tweak, then re-run it. It’s like having your own ad lab, and you’re the boss.
Limited access means you try it early, but there’s some guardrails:
If you like being a step ahead, this is your shot.
Let’s be honest. If your controls are too tight, you’ll choke off your ad’s reach. Block too much and you get fewer views, smaller audience—or higher costs since everyone’s fighting for the same spots.
Amanda Johnson from a leading fitness brand learned this the tough way. “We tried blocking everything ‘iffy.’ But when we loosened up, performance shot up—and we had zero drama.”
All these filters and AI setups? They work great—but only if fed the right info. Sometimes they go too far (blocking fine stuff). Sometimes they miss sketchy stuff. That’s why real audits and honest feedback during the beta are big. You help make these things smarter for everybody.
No setting is really “set and done.” The wild web changes every day—trends, memes, dramas. Amazon dashboards let you adjust on the fly. Watch delivery and results. Open or close the spigot as needed. It’s an ongoing process.
These hacks keep your brand safe and your ads strong:
Brand safety keeps your ads off worst-case stuff (hate, scams, adult sites). Brand suitability lets you pick what fits your brand’s vibe—not just what’s “not bad.”
It links with DoubleVerify, Comscore, IAS, and Peer39. These bring real-time checks, keyword screens, fraud stops, and cross-platform rules.
It covers Twitch and Display/Video buys. Amazon will add more channels and markets as people give feedback.
Set them at the brand or ad group level, using Amazon’s API (try fields like brandSafetyTierTarget). Or just use the DSP dashboard for hands-on edits and reports.
It can. Too many blocks can shrink your audience or bump up costs. Watch the numbers and relax rules if you get stuck.
Yep. You get reporting down to site and placement—matched to your settings. Data fans, this is your candy shop.
Here’s the one thing to remember:
Your DSP suitability settings decide if you’re safe or stuck at scale. These new tools let you match every ad to your brand with just a click (or a smart API tweak).
Want to future-proof your buys and get more from every ad dollar? Check our Features—see how brave brands are already winning with this.