What Is Brand Safety?
The idea of “safety” is nuanced, and brands have begun to focus on not just safety but also on suitability. Safety is more easily measured than Suitability. Safety refers to measures taken to protect a brand from content that’s generally recognized as unsafe. For safety brands ask, “Would any brand want to advertise on this page?” Suitability is more subjective and variable. Suitability seeks to align a brand with content that is an ideal fit for its values or campaign goals. For suitability brands ask, “Is this the right content for my brand?”
Who Does Taboola Partner With to Ensure Brand Safety?
Taboola has established itself as a leader in brand safety by providing advertisers features and tools that enable both a brand-safe and a brand-suitable environment. The core of this offering is a three-pillar approach that focuses on the following:
Environment - Control over the sites and article topics on which you want your brand to appear.
Experience - Flexibility of how your ads are served on the page and what surrounds them.
Accountability - Partnerships with leading safety, verification, and measurement platforms.
Accountability is a key pillar of Taboola brand dafety strategy, which is why we've integrated with a leading third party, Integral Ad Science (IAS) and DoubleVerify (DV), to offer advanced brand safety pre-bid and suitability targeting to all advertisers using Realize.
What Is Brand Safety Pre-bid?
Taboola customers are able to prevent their ads from serving on articles and pages that do not meet their brand safety standards with integrations with DV and IAS. Brand Safety Pre-bid will block a campaign from running on supply not aligned with a client’s safety and suitability requirements. Brand Safety Pre-bid is a relationship between a platform (Taboola) and the brand safety provider (IAS/DV).
On each campaign, advertisers are given control to select their tolerance level for each category, ensuring that the articles and topics that fall outside of the designated safety level will never be targeted by that campaign, ensuring total coverage as measured by DoubleVerify or IAS.
How Does Brand Safety Work?
Advertisers can apply brand safety settings when setting up a campaign for DoubleVerify and IAS. This ensures that a brand’s ads will not be on a page with content that they have chosen to block.
How Do You Implement Brand Safety Pre-bid?
When you set up your campaign in Realize you will find the Brand Safety Pre-bid Section.
Here you can select your preferred partner DoubleVerify or IAS.
Once a preferred partner is chosen, you can select available segments and risk tiers that are aligned with brand safety tolerance.
Brand Safety Notes
You may only select one brand safety partner per campaign.
Only select segments you feel align with your brand safety requirements.
Blocking “High Risk” will give your campaign the most scale.
Available in all geos, but widely used in the US and EMEA.
This is not an optimization tool but targeting utilize to help your campaign meet your brand’s brand safety/suitability needs.
Always request a copy of the advertiser’s blueprint (DV) or media plan (IAS) before setting up the campaign. These documents contain all of the advertiser’s prebid brand safety requirements and help avoid any confusion.