Imagine dropping thousands of bucks on a slick new video ad. You’re pumped—thinking this campaign will blow up your engagement. Then, bam. Your ad shows up next to some wild conspiracy theory or squeezed between sketchy memes.
Just like that, your brand is stuck with stuff you’d never show your grandma. Super awkward. And the real pain? In a world full of screenshots, that bad look sticks around way too long.
This is typical brand safety panic. But here’s a twist. Basic safety is just step one. The really smart brands? They’re doing more than blocking disasters. They shape where their ads appear. That’s not just “brand safety.” That’s brand suitability. You pick places where your ads fit right in, never out of place.
This used to be tough to pull off. Now Demand-Side Platforms (DSPs) have fresh upgrades (open beta, anyone?). Finally, you can take detailed control. Kick out the bad stuff, but also make sure your ads appear only where you shine.
Think you know the difference? There’s a whole wild world under the hood. Hang tight. Let’s break down brand suitability, why new DSP tools matter, and how big brands use these features (minus the drama and wasted dollars).
Key Takeaways
Think of brand safety like a health inspector—blocking fraud, hate, or nasty content. Brand suitability? That’s your campaign’s personal stylist. It goes farther. It won’t let your fun pet food ad run before a hunting video, or next to bad news. Both are "safe," but only one feels right.
This isn’t just fake theory. Adweek said almost half of top brands (48%) tweaked suitability rules in 2023. Why? Because what’s playing around your ad changes the way people see you. Suitability tools help you:
Expert tip: “Suitability isn’t just nice to have—it’s a secret weapon,” says Andrea Maskery, Head of Programmatic at Mindshare. Get placements perfect for your brand and fans show up, not just random clicks.
DSPs used to be like bouncers who let some sketchy stuff slip by. They’d block the worst, but miss the weird stuff brands freak over.
As streaming and user content exploded, advertisers wanted more control. The answer? DSPs started adding smart filters, API tweaks, and deep third-party tools. Now, you can decide—down to the smallest detail—where your ad lands, every single time.
Want next-level brand suitability and campaign control? Check out our DSP Services to boost safety and reach in your advertising.
Ready to get nerdy for a sec? With open beta, you can draw the lines both for your whole brand and for each tiny campaign. Why is that cool? Check it out:
Want easy mode? The DSP inherited settings API lets you script, plan, and scale brand safety rules fast. Twitch and video ads? Yep. If you’re clever, this playground’s huge.
Suitability isn’t just “don’t show me this bad word” anymore. DSPs let you use super exact segment IDs—like DoubleVerify’s filters—to scan inventory right down to each ad spot.
Why does this matter? Now, your pre-bid filters act like a guard at the door. Your ad never gets the chance to land somewhere embarrassing. Peace of mind from the start.
Stat: eMarketer says 67% of buyers boosted contextual targeting in 2023. Brands want solid control, not just more eyeballs.
Big video campaign? Think Twitch, web, and mobile. These DSP updates let you set suitability rules once and share them everywhere—no copy-paste chaos.
Say you’re a luxury car brand. You want your video only on sites where people love fancy cars—not on meme dumps or low-grade streams. With open beta tools, just:
Insider tip: “Having this control is massive for risky areas—finance, health, kids,” says Jeff Silberman, Product Lead at Adobe DSP. Avoiding problems before they start? You can’t buy that.
DSPs are tough, but with DoubleVerify (DV), Integral Ad Science (IAS), Peer39, and WhiteOps, you get real protection. Here’s what these partners do for you:
Drop in a DV ABS segment ID to your DSP. Now every ad buy gets checked before it runs. Only safe, clean inventory for your brand.
Want to skip downers like “divorce” or “scandal”? Peer39 and IAS let you block certain keywords or moods. Build your own “no-go” list, or ride trends that fit your vibe.
Worried about bots chowing down your ad budget? WhiteOps and TAG keep fake traffic out. That means real people, real results.
“Tech stacks have to cut it—context signals and people-checks are a must,” says Daniel McKinnon, Senior Advisor at Comscore.
Inside your DSP control panel, advertisers are already doing some slick stuff:
Power tip: Stacey Brand, Amazon Attribution Strategist, says, “Your campaign’s success depends on where you show up, not just who sees you.” Her advice: test new filters, watch your reports, adjust fast.
Here’s the truth: being picky means saying “no” to some spots. Your inventory might drop, and prices may rise. But is a few dollars saved worth a PR nightmare or frantic weekend fixing mistakes?
“Brands that skip this balance end up with wasted ads and regret,” warns Jasmine Soo, Digital Lead at Ogilvy. Sometimes, less is more if every view earns trust.
Want turbo speed? API-first DSPs give your team power to:
Take this quick list and step up your ad game:
Never set-and-forget—keep adjusting as things shift.
FAQ: Top DSP Brand Suitability Questions
Q1: What’s the deal with brand safety vs. suitability?
A1: Brand safety blocks clear bad stuff (violence, fraud, hate). Brand suitability makes sure your ads land with the right crowd, matching your brand’s vibe and values.
Q2: How do DoubleVerify and IAS help?
A2: They give you segment IDs and filters. Plug them into your DSP so every ad gets checked before it’s live.
Q3: Does strict suitability mean less reach?
A3: Sometimes, yeah. Fewer spots, prices up. But you get a better-aligned brand and, as 58% of brands say, a happier crowd.
Q4: Can I automate brand suitability?
A4: Totally. Open beta DSP tools let you use APIs to set rules for everyone or each campaign—no heavy lifting.
Q5: How do I see if my controls are working?
A5: Your DSP has Suitability Reports. They show what’s blocked, what’s working, and where to make changes.
Q6: Are all ad types and platforms covered?
A6: Right now, open beta covers Display and Video (especially with Twitch). Watch for more coming as DSPs roll out new stuff.
brandSafetyTierInheritedSettingDetails for deep control).Ready to move from just "safe" to “just right”? These DSP tools help you script, automate, and dial brand suitability faster than ever. No more guessing. No more cringe. Every impression works for you.
Want jumbo control and smarter reports? See everything the REMQTR DSP platform can do.
Want details? Dig into the Adobe DSP Guide and ramp up with Amazon Attribution insights to really see what moves the needle.