No news is bad news when it comes to programmatic advertising
Start with recognizing that news is safe. Is it all suitable for your brand? Not likely but this applies to all categories, not just news. There’s little evidence that ads placed alongside even negative news stories will damage a brand. However, that doesn’t mean you shouldn’t be discerning in the choices you make about suitable content for your brand.
The concept and practice of brand safety are generally based on avoidance of broad swaths of content that ticks boxes that are widely deemed unsafe.
Suitability, however, comes from the perspective of playing offense in that you decide what is suitable for your brand and go after that content. And while it may involve excluding certain topics, sentiments, or sites, the practice doesn’t limit your reach the way some brand safety tactics can. It is critical that you have the right filters to identify what is suitable for your brand. Every brand has a different nuance–words or phrases.
By focusing on suitability over safety, you can more easily tailor advertising messages to the content you’re targeting, delivering ads that are relevant to your audience and even the content on the page.