Ever watch the clock count down to a campaign launch, sweating buckets, heart thumping? Yeah, you’ve felt that ad placement anxiety. One slip—a banner in the wrong spot, a video playing next to disaster news—and your fun campaign suddenly looks out of place. That’s not good for anyone.
Bad ad spots have a secret cost. Your reputation can take a hit. Your ad money gets wasted. Worst of all, everyone on the marketing team dreads the next meeting. These days, ad buying isn’t just about showing up. It’s about finding the right spot, one that feels like it matches your brand.
2024’s big news? Brand suitability is open for everyone. Adobe’s new open beta for Demand Side Platform (DSP) lets small brands play like the big folks. Forget old school. Now, you can fine-tune campaign safety and vibe, kinda like picking the perfect playlist.
This thing’s loaded: segment IDs, deep filtering from top third-party partners, API tools, smart goals that tweak your ads in real time. It’s so slick it’d make the CIA proud.
Now you’re in control, dodging nightmare placements with a few clicks. Wondering how these DSP settings flip your campaign into a lean, mean, winning machine?
Want even more control on your Amazon programmatic campaigns? Check out DSP Services for advanced help geared to your brand.
TL;DR:
- Adobe DSP’s open beta lets you customize brand suitability like never before
- Integrate with DoubleVerify, Comscore, and more for spot-on filtering
- Set controls for your whole brand or at the ad-group level through new APIs
- Segment IDs give deep brand safety, especially for Display/Video ads
- Smart objectives auto-tune your brand safety and results
- Better placements = fewer headaches, higher ROI
Brand Suitability
Suitability vs Safety
Brand safety is like basic defense—keep clear of adult stuff, hate speech, violence. Suitability is about fitting in, matching the mood where your brand belongs. Think choosing a party spot for your brand. Some fit, some just don’t. If your ads are goofy and upbeat, you don’t want them rolling before tragic documentaries or wild political rants.
Shaan Puri nails it: “Brand suitability isn’t about avoiding disaster; it’s about making every placement work for you like a well-coached basketball team.” Your brand picks smart shots, not just playing defense.
Why Beta Works
Beta sounds like a test, but here it’s your chance to shape real tools. Actual feedback from campaigns means faster, better updates. These features don’t show up out of the blue—they come from real advertisers, not just shiny demo ideas.
- Third-party partners: Plug in DoubleVerify, Integral Ad Science, Comscore, Peer39, and more. Trustworthy filters, no tech headaches.
- API controls: Tweak the rules for your whole brand or for one campaign at a time—your call.
- Clear reports: No more guessing. See where your ads went and how safe those placements really were.
Jessie Rauch, Digital Media Analyst, says: “With these settings in open beta, brands are making smarter, faster, and safer ad buys—no MBA required.”
How DSP Suitability Works
Segment IDs
Let’s break it down. Adobe’s open beta lets you add segment IDs to your campaigns. For example, DoubleVerify gives you safety codes that act like a fingerprint—they tag every piece of your ad buy. These IDs work like bouncers, blocking anything not up to your brand’s standard before any money leaves your bank.
- Whole brand or one spot: Set broad rules for all your ads or just for certain ones. Maybe your shampoo ad should dodge crime news but play on beauty vlogs.
- Contextual filtering: Block whole content types, filter by keywords, or avoid topics that don’t fit. Quick and easy.
Real-world: Ford used Comscore and DoubleVerify to keep ads off political sites and out of bad placements. Their cost-per-click went down 22%. That’s less wasted spend, more spot-on viewers.
API Details
brandSafetyTierInheritedSettingDetails– Set brand-wide controls that apply everywhere.brandSafetyTierTarget– Fine-tune for each campaign if you want to get picky.- Reporting: Watch your brand’s exposure, catch weak spots, and adjust right away.
Real Benefits
Ads Safe and Effective
Every marketer wants more bang for their buck. Here’s how these features help:
- No bad vibes: No more happy ads next to tragic news. Suitability filters act like bouncers, keeping that mess out.
- More efficient: Filtering bad fits before you buy means you only pay for the good stuff. Better results, less regret.
- Same rules, every platform: Use brand suitability for Amazon, Facebook, Twitch, and more—all at once. No more new setup for every channel.
Amazon Attribution says brands using suitability filters got a 15% bump in brand favorability and trimmed wasted impressions. Real savings, real wins.
Beta Powers
The open beta’s more than a test run. Suggest changes, ask for new features, and watch your ideas pop up in weeks—sometimes even faster.
Right now, Twitch is covered. More channels coming soon. If you jump in early, your voice gets heard.
Third-Party Partners
Why Partners Matter
DoubleVerify, Integral Ad Science, Comscore, and Peer39 aren’t just tool vendors—they help set the rules for everyone. With them, you get:
- DoubleVerify: Blocks risky spots before and after, fights fraud, and lets you pick how tough your filters are.
- Integral Ad Science: Uses real-time AI to rate content, keeping up with new trends and news.
- Comscore & Peer39: Make blocklists by keyword, type, or even by publisher. Skip the random stuff.
Groups like IAB and Trust & Accountability Group help lock in the best standards. Your ads never go out there without a double-check.
"These integrations are to programmatic buyers what airbags are to modern cars: optional only if you’re feeling reckless." – Trung Phan, AdTech Commentator
Beyond Safety
Suitability isn’t only about dodging disasters. It’s about matching your ad to the screens and moments where it really fits. Marketers see lower costs and higher clicks when they pick the right context. Don’t just spend everywhere—focus where your brand feels at home.
Smart Goals and Automation
Real-Time Goals
Adobe’s open beta lets you set custom campaign goals (just add the "ADSP_" tag). The system then balances safety and performance for you.
- Custom goals: Make new targets that the machine can chase—not just views, but suitability too.
- Auto-tuning: The system watches your results and tweaks things as you go. No more spreadsheet marathons.
- Beta feedback: Try new filters, share what worked, and see the tool change based on your feedback.
Say you use Peer39 to block political content. If people linger longer on your site, the system notices and tightens the filter next time. Your spend keeps getting smarter with every round.
DSP Suitability in 2024
- Twitch first: All these tools launch for Twitch Display and Video. Other channels—Amazon, Facebook—are coming with user feedback.
- Fast updates: The more you share, the faster it all evolves.
- Privacy for days: These controls use context, not cookies or personal info. You’re covered as privacy rules get stricter.
“Programmatic is finally catching up to brand needs. Suitability in open beta is like going from VHS to Netflix overnight.” – Ad Ops Lead, Fortune 500 Brand
Suit Up Tips
- Set safety at both brand and ad-group levels for strong coverage
- Use partner segment IDs before launch to avoid mishaps
- Contextual filters (by category, keyword, publisher) to shape your ad’s space
- Read those suitability reports—find weak spots and fix ’em fast
- Prefix objectives with "ADSP_" so the system learns as you go
- Get in on the open beta. Your bug reports and ideas shape future features
FAQs
- What’s the difference between brand safety and suitability?
Brand safety = avoid harmful stuff. Suitability = match content that fits your brand’s vibe.
- Which platforms are supported?
As of mid-2024, Twitch (Display and Video) is supported. Other platforms like Amazon and Facebook in the pipeline.
- Can I set this to run itself?
Yep. API tools, segment IDs, and "ADSP_" goals keep most of it hands-off.
- How do DoubleVerify and Comscore fit in?
They plug into Adobe’s API, letting you block risky keywords, topics, and publishers fast.
- Is open beta risky?
Nope. These betas use stable, certified tech. Early users help shape what’s next and get ahead.
- Do suitability settings really boost ROI?
Absolutely. Better fit means less waste, more clicks, and stronger brand numbers. Amazon says brands using suitability filters saw a 15% lift in favorability.
DSP Suitability Playbook
- Review your brand’s standards: Write out the stuff you don’t want—keywords, publishers, vibes.
- Set brand and ad-group controls: Use
brandSafetyTierInheritedSettingDetailsfor all-ads,brandSafetyTierTargetfor select ones. - Bring in third-party filters: Use DoubleVerify, Comscore, Peer39 while you focus on the creative part.
- Add segment IDs: Lock in your brand’s rules everywhere you need.
- Turn on smart objectives: Add "ADSP_" to track auto-optimization for better returns.
- Check reports, send feedback: Stay involved—help build better features while it’s in beta.
Smart advertisers aren’t just shielding their brand—they’re making suitability a superpower. With these new DSP tools, you’re not just running ads. You’re placing them where they stand out best, growing ROI, and building trust.
Whether you’re tweaking Meta campaigns with Facebook, or getting granular in Adobe DSP, suitability is the power move. Now’s your chance to write the rules and win big with efficiency and trust.
See all our programmatic features that give your campaign the edge.
If you want to turn your metrics into momentum, check out our guides on Amazon Attribution and Amazon Brand Lift Study.
