Ever see your ad stuck next to a total online mess? Like, one second you’re happily pushing healthy pet snacks. Then, boom—right between a random scary YouTube short and some guy yelling about the moon landing. Not the boost you wanted for your brand, huh?
It’s not just a whoops moment. It’s real. Every spot counts now, especially with stuff like Twitch and streaming ads. Bad placement? Your brand could be trending for the wrong reasons faster than you can say, “Not my fault!” Trust goes down. Fast. That’s why the smart money worries where an ad shows up, not just what it says.
Amazon DSP’s latest move? New brand safety and suitability settings. But these aren’t just boring switches. Think of them like airbags for your reputation—and now you can try them in open beta. They let you pick and choose, stay in control, and stress less as your Amazon Ads work harder. DSP Services can help run your campaigns without risking your name.
TL;DR
Think of basic brand safety like dodging the internet’s sketchy late-night alleys. Suitability? That’s picking what kind of party your ad even walks into. If you sell fizzy drinks, of course you’ll skip violence or adult mess—but maybe also boring news, too much drama, or health scares. It’s not just about danger. It’s about picking spots your crowd actually wants to hang out.
Each brand has its vibe. A toy company? No way they want to show up on shooting games. A snack brand? They’ll probably avoid super sad or heavy videos. Suitability helps you fine-tune this, so ads always match your style.
Ana Jimenez, who’s deep in digital media, said it nice:
“Suitability filters are the velvet rope—safety’s just the bouncer.”
In 2024, big brands aren’t just avoiding blow-ups. They’re steering the talk they’re part of.
Open beta is for folks who love to tinker. Amazon DSP now lets you build controls both across your whole brand and for just one ad group.
Veggie chips and don’t want to show up next to meat? Block it for everyone. Run a wild summer push? Maybe block risky stuff for just that campaign. Here’s the setup:
brandSafetyTierInheritedSettingDetails: Set rules for your brand across the board.brandSafetyTierTarget: Use more detailed settings for single ad groups.This is not swinging a huge axe. It’s being a surgeon.
Drop in the experts: DoubleVerify, IAS, Peer39. Their segments make your controls smart and fast.
Think of these like bodyguards checking rooms before your ad walks in.
No more set and forget. New Amazon DSP reports give you:
You won’t be stuck asking, “Wait, where did my ad go?” anymore.
Let’s make it real. A pet brand might love calm music but never, ever wants ads on hunting shows or horror flicks. They want to look wholesome. Or a fashion brand for teenagers—no boring news, nothing political, and skip songs with cussing. It’s about vibes, not just basic safety.
One Amazon DSP client said:
“After separating safety and suitability controls, our cost per view dropped by 15%. People linked us with better content and liked us more.”
That’s a win—for money and trust.
You can set rules before you start the ad campaign: budget, when it runs, device types, and what content to exclude. But if new stuff pops up, you can change rules right away. If you’re running back-to-school ads, get stricter for that group. Catch a weird trend? Patch it fast—no need to start over.
Here’s a little tech: Pre-bid filtering checks stuff before you even buy the ad spot. That saves mistakes early. Sometimes a weird thing still slips through. Post-bid filtering can block it even after your ad is shown (sometimes the bill gets fixed too). AI checks everything so your sunny shampoo ad isn’t next to a Halloween chainsaw video.
This is how you don’t just avoid disasters—you pick the best spots for your brand.
DoubleVerify, IAS, Comscore, and Peer39 go deep with Amazon DSP:
A senior programmatic boss told AdExchanger:
“Without third-party verifiers, DSPs can miss the weird edge cases. Our blocks keep out over 95% of the mess.”
If you spend big on ads, this is how you keep your peace of mind.
Heads up: Some high-level blocks (like deep fraud guard) might cost extra. Read the fine print before you get clicky. Since this is a beta, sometimes bad placements get through—especially since Twitch is still rolling out all the coverage. Stay sharp. These controls are great, but not magic.
Suitability reports now track your campaigns live. Amazon DSP shows which publishers host your ads. If you don’t like one, block ‘em and move on—saves headaches later.
Tuning your settings every campaign helps you dodge new trouble without falling behind.
Open beta means things are still shifting. Some features may change or show up, and not all Twitch inventory is covered yet. This is your sandbox. Amazon’s team said it straight:
“Advertiser feedback now will shape the product for years. Use these controls, break things, tell us what works.”
See something broken? Report it, and help improve the tools for everyone.
1. What’s the difference between "brand safety" and "brand suitability"?
Brand safety is about avoiding the real bad stuff. Suitability means being picky, so your ad fits your style—even if content is “safe.”
2. How do these controls work at ad group vs. advertiser?
Advertiser-level is wide rules for the whole brand. Ad group lets you change or override them for smaller campaigns.
3. Why trust DoubleVerify or IAS?
These teams focus only on blocking fraud, hate, and weird topics. They update fast, so you don’t get blindsided. Your in-house settings are good, but these guys make them tighter.
4. Can over-blocking hurt your campaign?
Yeah. If you block too much, ads cost more and your reach shrinks. Get focused—don’t go wild.
5. What does suitability reporting show in Amazon DSP beta?
Reports show where every ad lands. You see the publisher, content type, and context. Every campaign, use this to block or adjust stuff.
6. What’s limited in open beta?
Coverage is still small—mostly Twitch. Some ad types or devices might not be ready yet. Advanced filters might cost extra. Watch your invoices and settings!
A decade ago, staying “safe” meant avoiding sketchy blogs. Now, you have to be on guard and pick the best fits. Amazon DSP’s new settings are your tool kit to play with the big dogs.
Next step? Block the junk, boost the gold, and let your brand do the talking—no matter what gets thrown your way.
Ready to go next-level on Amazon Ads? Want more features to power up your campaigns? Check out Features and break out of the basics.
Need a cheat sheet? Try Amazon’s DSP optimization guide, explore the Attribution toolkit, or see the magic with an Amazon Brand Lift Study. Defend your brand. Grow your reach. Stay ahead of the internet.