DoubleVerify's Imran Masood presents 'Everything You Know About Brand Safety Is Wrong' at Mumbrella360 2022.

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EVERYTHING YOU KNOW ABOUT
BRAND SAFETY IS WRONG
July 20, 2022

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COUNTRY MANAGER AUNZ
PRESENTER
IMRAN MASOOD

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Agenda
1
2
3
Defining Brand Safety/Suitability
Why Brand Safety/Suitability Is Important
Debunking Common Misconceptions
4 Q&A

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DEFINING BRAND SAFETY
& SUITABILITY

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What Brand Safety Means Today
TAG Definition:
The term “Brand Safety” describes the controls
that companies in the digital advertising supply
chain employ to protect a brand’s reputation from
specific types of damaging content.

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Brand Safety Floor
Designed to avoid the riskiest content in a turnkey manner
Lets add the categories that
we support here
Improves operational efficiency with one click
to avoid content that’s generally unsafe for advertising
The Brand Safety Floor
Extreme & Graphic
Copyright Infringement
Malware
Phishing
Spam
UNSAFE

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But, No One Size Fits All
What is Anatidaephobia?
There are some phobias out there that
may seem humorous at first, but for those
who suffer from them on a daily basis,
they are no laughing matter. Such is the
case with anatidaephobia. Anatidaephobia
is the fear that at any point, somewhere in
the world, a duck or goose may be
watching the person who is suffering from
the phobia.
The person is not necessarily afraid that
the duck or goose will attack them or even
touch them. They only fear that the
Anatidaephobia - The Fear That
You are Being Watched by a Duck
Brand Suitability:
Not right for a
specific brand
Brand Safety: Content most
brands would want to avoid

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Content Suitability Varies By Brand
● May not be suitable for Kellogg’s based on
their guidelines
✔ Suitable for “Discover Puerto Vallarta” and
Zipcar based on their target audience and
brand guidelines
For Example: Sports Illustrated

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WHY BRAND SAFETY &
SUITABILITY IS IMPORTANT

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Brand Safety & Suitability: The Impact
Reputational
Risk
1
Mis-alignment with
Brand Values
2
Consumer
Protection
3
Inefficient
Media Spend
4

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82% Of brands believe their brand
would be harmed by being
affiliated with fake news. 47% Of brands believe delivering ads
adjacent to risky content is a strong
threat to digital ad budgets.
And Consumers’ Attitudes
Source: The Conference Board and
Concerns Brand Marketers
87% Of consumers feel that brands bear
responsibility for ensuring their ads
run adjacent to content that is safe. 67%
Of consumers would be likely to stop using
the brand/product if they viewed the brand’s
digital ad next to false, objectionable or
inflammatory content – and same number
would no longer be brand loyal.

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Global Brand Suitability Violation Trends
2017 2018 2019 2020 2021 2022
5.0%
6.2%
6.7%
7.6%
7.3%
7.1%
AUSTRALIA: 8.2%
In post-bid brand
suitability violation rate
DECREASE
17
%
AUSTRALIA
Brand Suitability Violations Decline

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DEBUNKING COMMON
MISCONCEPTIONS

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Scan the QR code or
visit mentimeter.com
and key in the code:
POLL
54 61 11

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TRUE FALSE
Keywords are the Best and
Only Way to Protect My Brand

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KEYWORD ONTOLOGY
VS.
Keyword meaning can be ambiguous when
analyzed without context
Ontological technology leverages over 200,000 language-
independent disambiguated concepts using more than 5
million rules for identifying these concepts within content
Keyword/entity lists are static
Ontology leverages rule-driven Machine Learning to
dynamically identify themes, related concepts and
synonyms, creating a human-like understanding of the text
Manually maintained Updates to concepts are mostly semi-automated
Keywords are often created based on a “best
guess”
Expert linguists classify content and build ontological
concepts effectively

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Keyword Best Practices
Review Keyword Lists Regularly
Be Precise
Avoid Duplicates
Avoid Short Keywords
Use Exact Phrases Sparingly
Beware Of Words With Multiple Meanings

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TRUE FALSE
It’s Not a Good Idea to
Block News Topics

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Leverage Relevant Content Categories for
Brand Protection
Politics & News
Hate Speech
Politics
Death & Injury
Terrorism
Human-made

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TRUE FALSE
Brand Suitability is Time
Consuming Operationally

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Pre-bid Post-bid
Superior Performance: Perfectly align
pre- and post-bid brand safety and
fraud profiles across device.
Seamless Protection: Comprehensive
protection across desktop and mobile.
Specific Global Language Controls:
Apply controls in different languages for
better protection and accuracy on multi-
lingual campaigns.
Streamlined Operations: Single set
of controls, deployed across buying
platforms, regions and campaigns.
90+ Brand Safety and Suitability Categories
Specialized Mobile App Controls
Inclusion/Exclusion Lists
Keyword Avoidance
Custom Brand Category
Global Language Avoidance
Site and App Fraud Avoidance
End-to-end Protection and Scale to Reduce Operational
Time and Reinvest Wasted Spend on Quality Impressions

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TRUE FALSE
Not All Content From Well-Known
Publishers Is Safe

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Ask Yourself These Questions
What are our core brand values and how are these reflected in our advertising?
1
Are there topics or current events we are particularly sensitive to?
2
How do we feel about supporting trusted news sites?
3
Are there social justice causes that we publicly support?
5
Has our company ever experienced any negative news around specific events?
6
Have we identified messages that differ in sensitivity by local regions or countries?
7
Are there sites or apps we know we want to stay away from?
8
Are there news sites, sections or pages that are appropriate for our brand?
4

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TRUE FALSE
Adding Brand Safety/Suitability
Settings Diminishes the Scale of
My Supply and Reach

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Balancing Protection
& Scale
Brand safety and suitability is about
achieving the right level of protection
across your media buys, while still
reaching new and existing customers
at scale.

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Adult & Sexual Alcohol
Tobacco &
eCigarettes
Vehicle Disasters
Drug Abuse
Death & Injury
Natural Disasters
Aviation Disasters
Hate Speech &
Cyberbullying
Profanity
Human-Made
Disasters
Terrorism
Crime
Cults & Survivalism
Celebrity Gossip Gambling
Family & Parenting
Family & Parenting:
Kid’s Content
Family & Parenting:
Pregnancy
A & E: Television A & E: Humor Automotive Business
Education Health & Fitness
Careers: Job
Search
Ad Clutter
A & E: Movies
A & E: Music
Arts &
Entertainment
Home & Garden
H & I: Social
Networking
Hobbies & Interests
H & I: Video/Comp.
Games
Incentivized Traffic
Inflammatory
Politics & News
News
News: Journal &
Blogs
Negative News:
Financial
Negative News:
Pharmaceutical
Occult Personal Finance Pets
Politics Reference Religion/ Spirituality
Non-Std Content:
Parking Page
Science Shopping Society: Dating Society: Marriage
Sports
Tech & Computing:
Emails
Tech & Computing:
Downloads
Technology &
Computing
Travel UGC: Forums UGC: Images UGC: Video
90+ UNIQUE BRAND SAFETY & SUITABILITY SETTINGS
Categories with Brand Suitability Tiers (3 Risk Tiers Each) Non-Tiered Brand Suitability Categories
Choose From Various Brand Safety & Suitability Categories
Violence
Brand Safety Floor Categories
Copyright
Infringement
Extreme & Graphic Malware Phishing
Spam

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ANY QUESTIONS?
July 20, 2022
www.DoubleVerify.com | Sales@DoubleVerify.com