Ever had your ad show up next to something weird or wild? Yeah, that “uh, nope” feeling is real. You’re not the only one. Every DSP marketer out there wishes their brand never lands where it doesn’t belong. It’s not just about being embarrassed either. Messy placements can mess with your brand’s rep — and your wallet. One bad spot can turn into a wave of trouble fast.
But hey, it’s 2024. Stuff changes. "Brand safety" isn’t just blocking hate speech or obvious junk. It goes way deeper now. You need your ads in the right places, with the right people, next to content that matches what you’re about. DSPs like Amazon and Adobe are adding these new beta controls, so the game’s changing for everyone.
These new controls sound cool, but let’s be real—they’re tricky at first. You’ll hit bumps figuring them out. Let’s pull back the curtain. What’s really working? What’s just hype? And how are the top brands already making these tools work? Let’s get your message out there—no awkward placements, no wasted money.
Imagine: your ad pops up next to an off-color meme. Pure panic. Now imagine having a remote control for your ad’s context. Welcome to the world of DSP beta controls.
Key Takeaways:
Back in the day, “brand safety” just meant: Don’t let my logo near the creepy stuff. Hate speech, fake news, or that viral cat video that’s… not really that funny. That was just the minimum. Now, “safe” isn’t good enough. The new goal is suitable—and that’s a much higher bar.
Say you make a friendly snack for families. Sure, it’s "safe" to run ads on world crisis news. But is that really a fit? Does a happy chips ad look good buried between sad headlines? Nope. It feels off, and people notice when brands miss the mark.
Expert Anna Holmes keeps it simple: “Suitability is about the details. Line your ad up with stuff that lifts your brand, not drags it down. Blocking the worst is good, but picking the best spots is better.” Today, getting those details right totally changes how folks see your brand.
Let’s be honest—bold brands (like Wendy’s, Liquid Death, and meme masters) sometimes want edgier spots. Others stay chill and cozy. Modern suitability settings help every brand find their voice—it’s not just about dodging bad stuff. Now you can target the fun, on-brand content. Or stay out of risky zones, if that’s your thing.
If you’re all about next-level DSP strategy, peek at advanced Amazon DSP services. Push your ads further.
With open beta, advertisers get super detailed controls. Right from the API. Here’s what’s up:
You use stuff like brandSafetyTierInheritedSettingDetails for this. And changes are instant. No more waiting for UI lags or slow updates. Tweak a blocklist or make a change and it applies right now. So you can dodge headaches—or catch chances—without delay.
The tools today can filter stuff in wild detail:
You can fine-tune with topic, publisher, or keyword filters. Check and block placements before or after a campaign. Or slice into deep reports—super useful on platforms like Twitch, where what’s “ok” can change every hour.
Lisa Tran from Amazon DSP says: “Advertisers used to fear getting surprised. Now, they can check placements, block on the fly, and get detailed reports. That’s key on Twitch, where each community is its own world.” Panic is out. Prevention is in.
Modern DSPs know nobody just takes their word. So, the best ones work with big-time verifiers:
Most of these tools block stuff before your ad can even bid. That way, you’re not just protected—you’re ahead of the mess, guided by real data.
Not every brand wants the same controls. Now, you can build your own rules. Stuff like, “never run next to rival snacks” or “skip drama, but opinion blogs are fine.” Change things anytime and updates ripple out instantly—no more messy file uploads.
Global brands can even tweak by region or language. One setting, and boom—it’s live everywhere. Super handy for worldwide campaigns.
Amazon DSP has its own playground: Twitch, Audible, IMDB TV—you get it. Because they own these, their suitability controls are super tight:
Early test users said wasted campaign spend dropped 23% (Amazon, early 2024). That’s more money on the right stuff, less time fiddling with filters, and fewer “SOS!” moments for your media team.
Adobe DSP is all-in on flexibility and central control. They make it seamless to use verifiers like DoubleVerify, stack up filters, and block the weird stuff:
Advertisers love that they can run A/B tests and measure results clearly. Adobe’s beta links suitability controls right to real brand lift scores, so you can literally see ROI go up, not just hope.
Bonus: fewer "Why’d my ad end up THERE?" messages, thanks to those flexible reports and controls.
Imagine a drink brand for Gen Z aiming at Twitch and YouTube. Amazon DSP lets you keep drink ads off political streams, but everywhere in big gaming shows. Adobe DSP? Set up region or product filters fast, and see the impact in your stats right away. Early users in Q1 2024 saw 21% fewer off-brand placements. Clicks went up, ROI too (Adobe data, 2024).
Don’t pretend it’s perfect. Beta is still beta, and here’s what to watch for:
DSP expert Gary Pollard sums it up: “If you want to steer your brand, be hands-on. Betas change fast. ‘Set and forget’ doesn’t exist yet. Keep watch.”
As good as automated filters are, nothing beats checking yourself. Dive into publisher reports every week, keep lists fresh, and mind what’s trending. New channels pop up all the time. Sometimes you need to throw a manual block, just in case.
Brand safety is blocking the truly bad stuff—hate, violence, adult content. Suitability is dialing in what actually matches your brand’s vibe.
Not always. Basic stuff lives right on the dashboard. If you want serious custom power, some coding is nice, but not a must.
They scan placements before and after bidding, blocking stuff you don’t want. This way, you handle problems before they cost you.
Nope—not yet. Most progress is on Display and Video (Twitch, big streaming sites). Mobile and native are getting there. Always check the DSP docs for updates.
Sometimes, especially with premium tools like DoubleVerify. Keep an eye on it, but usually you save more by avoiding junk.
Weekly is smart in beta times. Later, once things settle, you might slow down, but regular check-ins stop nasty shocks.
If you’re not picking your brand’s spots, someone—or some algo—will. The best advertisers claim their space, use smart beta tools, and get real results. Don’t leave your brand to luck.
Need better workflow? Try our AMC Cloud platform for analytics and controls to keep ahead.
Want deeper DSP tips? Check Amazon Attribution and Brand Lift Study. Want your message consistent everywhere? Here’s the Facebook Business Manager guide.