Every marketer’s had this nightmare: you make a slick campaign, drop a pile of cash, and then… yikes. Your brand ends up next to a trainwreck headline. The kind people screenshot forever. Or even worse, it shows up as a meme, straight from the weird corners of the internet. All that brand building? Down the drain, one awkward placement at a time.
Not great. But let’s be real—these days, it’s not a human hand-placing your ads. Algorithms toss your campaign into the wild, shuffling billions of impressions each second. Your ad could land almost anywhere. Used to be, you just cared about blocking scams or hackers. Now? You need the next step: not just brand safety, but brand suitability. It’s how you make sure ads land in places that work for your image—not just places that aren’t bad.
Why worry? Because more than 85% of programmatic advertisers say suitability is as important as safety. (So, no more settling for just 'not banned.') Platforms like Amazon and Adobe have shiny new tools—but they’re still in open beta. That means the smartest marketers get first dibs on tools that make their ad game tighter than everyone else’s.
Ready to step up? Let’s dig into the new stuff in DSP suitability, why it matters, and how big brands are using these settings to stay ahead—without wasting their ad spend.
TL;DR
- Programmatic ads can go wrong fast. The real trick is finding placements that match your style.
- DSPs offer open beta tools to pick good placements, not just dodge bad ones.
- Verification powers like DoubleVerify and Comscore now plug right into DSPs for deeper control.
- Amazon and Adobe let you tweak suitability at the ad group level. You can set unique goals and see smarter reports.
- Suitability touches everything: campaign results, spending, and how people see your brand. Settings matter. Big time.
Why Suitability Is Next-Level Protection for Brands
Brand Safety vs. Suitability
Brand safety just keeps out the obvious disasters—like scams or sketchy content. Think of it like locking your door at night. Suitability? That’s picking the neighborhood, the paint, and if your front yard screams "pool party" or "serious business."
Picture this. You push sparkling water for summer fun. Brand safety stops your ad from running on a garbage news site. Suitability stops it from popping up between a gloomy climate podcast and a scary crime doc. Sara Kleinberg at Google says it best: “People pay attention to where your ads show up. It shows what you care about, not just what you sell.”
Real Risks in Placements
Ignoring suitability isn’t lazy—it’s risky and expensive. A 2023 NewsGuard report found that 1 out of 10 programmatic ads funded sites spreading lies. This isn’t just a theory. JPMorgan Chase once found their ads on 400,000 random sites a month. After they tightened up, they cut that down to 5,000—without losing results. So you save more money, less drama, and your ads connect with people that actually matter.
How DSPs Do Suitability Differently
From Blanket Blocks to Tiny Tweaks
Here’s where things get fun. Newer DSPs (Amazon, Adobe) are rolling out beta controls. Now you pick exactly which sites your ad touches. No more “block everything, hope for the best.” You can set rules for advertisers and ad-groups, getting super specific.
For example, you can block horror content—unless it’s true crime, which your crowd loves. Or skip heavy politics for snacks, but open it back up for a huge awareness blast.
Amazon’s beta lets you edit layers: ‘brandSafetyTierInheritedSettingDetails’ at advertiser level for broad stuff, and ‘brandSafetyTierTarget’ at campaign or ad-group level for pinpoint tweaks.
Want details? Check our DSP Services guide for every single setting and how to unlock these beta perks.
Tiny Controls by API or Platform
Think smaller. You can set different rules for all types—display, video, or even Twitch. Don’t want "hunting" stuff anywhere? Fine. Still want gaming? Good to go. Tariq Hassan at McDonald’s says, “Context is everything now. You gotta be able to fine-tune every message.”
No more “spray and pray.” Every rule gets as broad or as tight as you need.
Why Open Beta Is a Cheat Code
Getting into open beta means you move faster. Test early, give feedback, actually shape the tools other people will get later. Learn first, beat the crowd. Simple as that. You get to play with the cheats—while everyone else waits for public release.
Plugging In the Pros
Partners Make Suitability Smarter
The magic in all this? Modern DSPs connect with top ad checkers:
- DoubleVerify Authentic Brand Safety: Simple filters, custom segments, pre-bid blocks—use them across every DSP.
- Integral Ad Science, Comscore, Peer39: Filter not just by content but by vibe—like tone or keyword type.
On Adobe DSP, pull in DoubleVerify segments, stack as many filters as you want—across any ad: display, native, video. Plus, you only pay for what you target. So you actually spend on stuff that helps, not on deadweight.
Example: Keeping Launches Clean
Launching a new snack for kids? And, say, you want to run ads on Twitch (which can get wild)? Beta-level settings help you block not just violence or adult content, but also “mature themes.”
Amazon Ads beta users are already using these tricks—choosing tone by channel and creative format. Now, your family product avoids the next not-safe-for-dinner viral stream. No surprises.
Smarter Optimization: Custom Goals
Measuring Suitability and Results
Here’s where things are different now. Suitability used to mean ticking boxes and crossing your fingers. Now, with places like Adobe DSP, you get custom goals (like ADSP_BrandSuitabilityScore) that change in real time and really move the needle.
You can set goals just for certain channels or creative types. Then, see exactly how filters affect your results: brand lift, reach, ROI. The reports now show you:
- Which filters drive the best engagement and conversions,
- How safe placements perform by creative (maybe videos shine, display doesn’t?),
- AI-powered next steps to tighten or loosen filters for your next campaign.
Bottom line: You’re not just avoiding bad stuff, you’re growing your brand—and you can prove it in the dashboard.
What the Numbers Say
Let’s be blunt. Amazon’s Brand Lift studies show campaigns with strong suitability boost ad recall 10–15% and cut negative reactions by up to 20%. Less reputation clean-up, less money wasted. Suitability means more love for your brand. Period.
Staying in Control: Beta Now
Betas Change Fast
Change is quick. In just six months, DSPs have shipped:
- More Places Covered: Beta settings now support Twitch, desktop, and video. (Mobile and native are next.)
- Simpler Interfaces: Drag-and-drop, newbie-friendly dashboards, mix-and-match filter stacks.
- Smarter AI: Some betas suggest filters based on actual data. It’s not just guessing anymore.
Bottom line: Today’s betas will be what everyone uses soon. A big-name CPG CMO summed it up at IAB 2023: “If you’re not playing in beta, you’re already behind.”
Don’t Forget Budgets
Third-party filters like DoubleVerify get billed by use. More filters? More spend. But it’s not a trap. You finally see which filters eat budget—and which give results. So test, watch your numbers, and adjust. The reporting keeps you in the driver’s seat.
Are You Beta-Ready?
Let’s power up your game. Here are five quick moves:
- Get Detailed with Filters. Know exactly what’s off-limits for your brand—every genre or just some?
- Use More Than Standard Settings. Open beta tools have way more, so use them.
- Stack Trusted Partner Segments. Combine DoubleVerify or IAS or Comscore with the DSP’s native stuff.
- A/B Test Everything. Try different settings by format, device, or site. Learn what really boosts your brand.
- Watch Budgets Like a Hawk. Weekly reports tell you what filters help or hurt. Adjust quickly.
Five Fast Facts
- Suitability means your ads actually fit—not just avoid bad stuff.
- Open beta (Amazon, Adobe) lets you target at any level—placement or even creative.
- Hooking up with pros like DoubleVerify gives your filters more muscle.
- Went deep on suitability? Expect up to 20% better sentiment and ad recall (thanks, Amazon study).
- Jumping on beta now gives you an edge. What’s new for you will be everyone’s rule soon enough.
FAQs
What’s the big difference between brand safety and suitability?
Brand safety just keeps your ad from gross or violent content. Suitability means your ad fits—so your vegan snack doesn’t play on a meat lover’s show.Which DSPs do open beta suitability controls?
Amazon DSP and Adobe DSP are currently leading, especially for Twitch, display, and video. Others are catching up.How do partners like DoubleVerify connect?
You pull in their segments to your DSP, set rules, and you’re billed by how much you use. So watch closely!Does suitability really help performance?
Yep. Smarter settings mean both safer placements and higher results—Amazon’s own numbers show upticks in recall and fewer angry reactions.Will tighter filters cost more?
Sometimes, yes. More rules can mean higher fees. Trick is, find the sweet spot between quality and reach.Are these features here for good?
Pretty much. Once betas close, most DSPs will make this standard.
Quick-Start Checklist
- Set your brand’s style, no-gos, and risk comfort.
- On your DSP, look for advertiser and ad-group settings. Unlock betas everywhere you can.
- Plug in third-party filters. Double-check your segment IDs.
- Run A/B tests—tighten or loosen rules often. Watch results by placement and channel.
- Look at suitability reports every week. Don’t just check spend—watch brand lift and sentiment, too.
- Always send feedback. If you’re early, you help shape the tools for everyone later.
Still think “just safe enough” is fine? Old story. With Amazon and Adobe DSPs, you can choose exactly where your brand shows up. Suitability is now your bulletproof vest—and it happens to look pretty sharp. More wins, less mess. Plus, sleep easy while everyone else panic-checks where their ad landed.
Want to see how this works for you? Check how our Features stack supports advanced suitability, sharp reporting, and clean integration with all your DSP tools. One hub, ready for your next campaign.
