You’ve probably lived the nightmare: your brand’s ad shows up next to a wild Twitch livestream—some hot take from a streamer—and it just feels wrong. Maybe even a little risky. Welcome to the crazy world of programmatic ad buying in 2024.
It’s not just awkward. One bad ad spot can tank your reputation. Marketers end up yanking their hair out. Imagine dropping thousands, only to see your ad run next to viral rants, wild stunts, or even controversial streamers. The pressure to avoid this mess—while still reaching big audiences—is huge right now.
But here’s some good news: Demand-Side Platforms (DSPs) are finally letting advertisers take the wheel. With new open beta brand suitability tools from Amazon Ads, Adobe DSP, and Meta, you can dodge content that makes your brand manager break a sweat.
And these tools aren’t just about stopping disasters. It’s about being precise, boosting engagement, and (yeah, finally) getting better ROI. Big names like DoubleVerify and Integral Ad Science are checking things behind the scenes too. So, you’re not just safer—you’re sharper. Ready to make your ad placements smart?
TL;DR
- New brand suitability settings let you control exactly where your ads show up.
- DSPs now let you tweak controls for whole ads or even small groups—looking at you, Twitch.
- Pick from different filters and check your inventory with third parties like IAS and DoubleVerify.
- Get closer alignment with your brand, but you gotta balance safety, reach, and cost.
- It’s not just about dodging trouble. Using smart tools = more engagement.
Want to get the most from these controls? See what our DSP Services offer for next-level brand safety on Amazon DSP and beyond.
The Evolution of Brand Suitability
Brand Suitability vs. Safety
Brand safety used to mean dodging the worst stuff—hate, violence, NSFW. That’s basic. But now there’s a new level: brand suitability. You’re not just avoiding garbage. You’re picking where your brand fits best.
Think about it like this. Brand safety keeps your sandwich out of the trash. Brand suitability? That’s deciding if it’s served on a silver tray or at a backyard cookout. Example: A snack brand that loves goofing off does NOT want their ad before a sad documentary. Suitability is fine-tuning so your brand shines in the right light.
This goes beyond broad “safety” rules and gets into details. "Brand suitability lets you define nuance in ways that safety protocols alone can't," says Jennifer Johnson, CMO at ContextualIQ. Now, your brand picks its stage, not just avoiding the worst slots.
Why Programmatic Needs Suitability
DSPs buy ad spots crazy fast. Nobody can check every page. Algorithms mess up. The wild side of the internet never sleeps. Suitability tools set up guardrails—without killing your reach. The risk isn’t only about wild content. It’s about not matching your brand’s vibe, and that waters down your message over time.
You can’t build a wall around your brand, but you can give it a custom umbrella.
As digital stuff expands—more livestreams, gaming, creator videos, podcasts—things get harder. Marketers want smarter, flexible controls. Suitability features let you pick content that matches your brand, while dodging off-key moments.
Inside the New Beta
Unlocking Granular Controls
Take Amazon DSP’s new open beta. You can set brand suitability at both the advertiser and ad group level—even straight down to Twitch streams. Instead of just ticking "safe" boxes, you get options you can actually use. Categories, levels, your own idea of “safe.” Not just someone else’s old blacklist.
Here’s what you can do:
- Pick your suitability level (Expanded, Moderate, Limited): Find what works for your comfort and your brand.
- Pre-bid verification checks with DoubleVerify and IAS, so your ad spots get checked before you spend money.
- Context category filters work right out of the box. Want to skip political rants? Just turn them off.
- Ad group overrides let you test different rules on new ads, while keeping the rest flexible.
Stat: In Amazon Ads’ 2023 pilot, brands with custom suitability controls saw a 14% drop in negative brand chatter compared to regular safety rules. People notice. There were fewer cringe moments and a better vibe for the brand.
The Power of Real-Time Control
You don’t just set these controls and walk away. If you spot a rise in weird comments or see a story blowing up in a category you hate, you can change settings right then. Twist a dial. Flip a switch. It’s all in the DSP dashboard. Adjust in real time. That’s fast becoming the new normal. Every big DSP is rushing to get there.
Cross-Platform Moves
Meta’s Business Suite now lets you filter both Facebook and Instagram with their brand safety and suitability center. It’s kinda like TikTok for business—just sliders instead of dances. You get serious control, deciding what types of content your ad runs next to, from mild language all the way to mature topics.
Adobe DSP goes even further, connecting directly with DoubleVerify for fine-grained control. You can block whole topics or even niche subtopics (like "celebrity rumors" vs. "major world news"). It rates new stuff as it pops up.
It’s not just about avoiding the sketchy corners of the internet. It’s about getting good spots for your brand. Suitability is playing the main stage at a festival, not opening at a dead bar.
The Machinery: How Suitability Settings Work
Inventory Filtering and Tiers
Every platform sorts placements into levels, usually things like Expanded (big reach), Moderate (balance), and Limited (most strict). Each setting moves you closer or further from risk—and reach. The goal is to pick the sweet spot: enough control to avoid headaches, but not so strict you lose all your audience or pay through the roof.
Example: Meta’s Moderate tier kicks out most violence but allows some light swearing—good for brands aimed at young adults. Pick Limited, and you ban anything slightly edgy. Your audience shrinks.
And these tiers aren’t stuck forever. Platforms keep improving their sorting tech, and new options show up all the time. Marketers now want to mix and match controls per campaign or even single ad spots.
Segment IDs and Contextual Analysis
On Adobe DSP, you link a DoubleVerify segment ID and lock your preferred settings across all your campaigns. IAS gives you a live dashboard so you can spot where ads land and adjust as trends change. Your brand can stay ahead as wild stuff pops up online.
Running ads for a parenting brand? Block anything with adult themes, gambling, or “casual swearing.” Launching a healthy snack? Exclude anything tied to unhealthy habits. Your dashboard turns suitability into something alive—you keep it updated all the time.
Quote:
“Advertisers today are demanding not just where not to appear, but exactly where and how they want their ads to show up,” says Amanda Lee, Product Lead at Integral Ad Science.
These tools and segment IDs let you get super specific. The best part? Keep tweaking, see results, and learn what works as you go.
The Automation Edge
Adobe’s Advertising DSP uses smart recommendations to adjust campaign goals on the fly. Maybe you set your controls to "Moderate," but the system sees "Expanded" is working well without extra risk. It’ll suggest boosting reach. All data-driven—no wild guesses.
This saves marketers from those stressful late-night spreadsheet sessions. Machine smarts keep you balanced: low risk, good reach, and solid results. Adobe’s tool even checks every impression—think of it as your brand’s AI bouncer, letting in the good crowd but keeping trouble out.
The Balancing Act
Tighter Controls, Tighter Inventory
The stricter your brand suitability, the smaller your ad pool. Less bad stuff but also less reach. An IAS study in 2023 showed stricter rules can raise CPMs (cost per thousand views) by 5-20%. That’s because you cut out a lot of possible ad slots. If you’re a huge bank or a kids’ toy company, paying extra for safety probably makes sense. For smaller brands hunting for reach, it’s a tricky trade-off.
Even though CPM goes up, you’ll usually see better-qualified views and more real engagement. Better suitability almost always means higher trust and higher brand lift scores over time. And if you’re in a risky area—pharma, banks, stuff with strict rules—this peace of mind is priceless.
Complexity and Vendor Drift
Here’s the sticky part: “Moderate” on Amazon doesn’t always mean “Moderate” on Meta or Adobe. Each platform uses its own scores, definitions, and exclusions. This is called vendor drift. It can trip you up if you’re not watching.
Lots of advertisers mix and match. They use several providers, run regular audits, A/B test settings, and check reports down to each campaign. It pays to know your dashboards. And keep in touch with your DSP reps for tips others might not see.
Standards Still Evolving
Here’s another curveball: Industry groups like the Global Alliance for Responsible Media (GARM) are pushing for worldwide guidelines, but there’s no set standard yet. “Family-friendly” on one platform might be “teen-safe” on another. You’ve gotta stay flexible and keep watching performance.
Pro Insight: Treat open beta like a test lab—try stuff, measure results, tweak often. Suitability is where the science of marketing meets the art. Keep a feedback loop between placement and creative results.
Suitability in the Wild
Amazon DSP Beta
Amazon’s move? They offer options, clear reporting, and third-party checks, starting with Twitch ads. Right now, it works for Display and Video types—not audio yet (but don’t worry, more is coming). You can flick between safety tiers and set super-specific rules by campaign.
What you can control:
- Which Twitch streams you show on
- How chat and comments get moderated
- Category and tag exclusions (like “Mature” or “Political”)
- Block certain trending or sensitive topics
All this lives in your Amazon DSP dashboard. Plus, you can see clear reports and double-check with third parties.
Want to geek out? Peek at Amazon’s brand suitability API specs.
Adobe DSP Automation
Adobe’s special objective prefix (“ADSP_”) and direct DoubleVerify links help fine-tune campaigns. Assign weights, set campaign goals for both reach and suitability. The system shakes out your worst-performing, riskiest spots and sends your spend to the best ones.
You’ll get live dashboards: If risk spikes (like after some breaking news), lock things down with just a few clicks. This is key for brands with lots of campaigns or super fast new ad launches.
Meta Tiered Controls
Meta’s filtering is all about options. Depending on your risk comfort and results needed, toggle between Expanded, Moderate, or Limited. The Brand Safety and Suitability hub is handy for:
- Transparency on where your videos land (feed vs. stories)
- Blocking certain creators or channels
- Dropping out of risky trending topics
Meta’s list of pre-approved, safe partners is growing. With Facebook and IG getting more video-focused every day, these features are a must.
IAS, DoubleVerify, Peer39
IAS, DoubleVerify, and Peer39 are like your brand’s digital bodyguards. They use machine smarts and language checks to scan, rate, and keep your brand safe. If something sketchy shows up, your DSP can swap ads out before anyone sees them.
Reporting shows you:
- Where your ads appeared
- Risk of each spot
- Performance based on your suitability level
- Alerts if something slipped past your filters
That’s how you catch disasters before they blow up—and prove the value of your suitability work.
Ad Placement Control Changes
Checkpoint Recap:
- You now pick not just safe but suitable ad spots.
- Tiers, categories, and codes let you get super specific (but you trade cost for control).
- Third-party tools like IAS and DoubleVerify add trust and extra checks.
- Brand suitability is now a strategy for ROI, not just a checkbox.
- Industry standards keep shifting, so keep your finger on the pulse.
The most exciting part? Mixing safety with creativity. You can unlock placements that boost real engagement, not just hit random numbers. Suitability is about smart moves.
FAQ
What’s the difference between brand safety and brand suitability?
Brand safety = avoiding nasty stuff (violence, adult stuff). Brand suitability = matching content with your brand vibe—even if it’s “safe.”How do suitability controls affect campaign performance?
Tighter controls lift brand image, but may cost more. You’re cutting your inventory. The win is better engagement, not just saving money. Brands with strong suitability rules often see double-digit jumps in brand favorability, says IAS.Is Amazon’s beta just for Twitch ads?
Yep—for now. It’s open beta for Twitch (Display and Video). Amazon’s rolling out bigger support soon, so stay tuned for more media types.Can I set suitability at the ad group level?
For sure. Amazon DSP lets you set controls at both advertiser and ad group level. Same goes for Meta and Adobe DSPs, so you can tune them pretty precisely.Do I need a third-party verification provider?
Yes, if you want an honest check. DSPs work with IAS, DoubleVerify, Peer39, or Oracle for deep scoring and reports. If you’re in a strict niche (like banks or health), you’ll probably need it.How does all this play with other brand measures?
It’s a boost. Try running Amazon Brand Lift Study at the same time as your suitability rules to see how safer placements change brand opinion. Suitability data helps connect your context, actions, and results.
Want case studies showing how these controls help real brands? Dive into our Case Studies for proof.
6 Steps to Smarter DSP Controls
- Set your red lines. Decide what’s just a no-go for your brand—style, tone, topics. Get everyone clear.
- Use brand suitability dashboards (Meta, Adobe, Amazon DSP) to set your levels. Match them at campaign or ad group.
- Bring in third-party tools (IAS, DoubleVerify) for back-up checks and reports. Let pros handle what you might miss.
- Try out different filters—see how they hit reach, costs, and brand scores. Some brands love “moderate,” others need “limited,” or a mix.
- Watch your reports. Live dashboards show where your ads land. Look for weird spikes, bad feedback, or cost jumps—then fix it quick.
- Make notes and improve. Suitability isn’t one-and-done. Review every quarter. Track wins and fails so next campaign is better.
The bottom line: Open beta brand suitability settings hand you the wheel. Control your ad’s context, your audience, and your reputation. If you use this right, you’ll win trust, boost ROI, and keep your brand away from internet messes.
Want to see how this all impacts your bottom line? Read up on amazon attribution and dsp optimization to push things further—while keeping your brand safe.
