Why Brand Suitability Controls Are Hurting Performance

Many advertisers think strict brand suitability controls keep them safe, but in reality, they often do the opposite. When applied too broadly, they shrink reach, inflate costs, and block valuable inventory. The problem isn’t suitability itself. It’s the way controls are executed.

Most suitability tools operate at a high level - excluding entire apps, channels, or broad categories without looking at the actual content. That blunt approach often means you’re often throwing away safe, high-performing opportunities along with the risky ones.

Where Overblocking Sneaks In Applying suitability filters at the app level means decisions are based on the channel or network as a whole rather than on the content. For example, blocking an entire app because you want to avoid news coverage can also block lifestyle, sports, or entertainment content that may be perfectly suitable. 

The same is true for entertainment apps that include a mix of genres. Blocking a category like “drama” might remove valuable subgenres such as “medical drama” or “historical drama” that could be ideal for your audience.

 The Hidden Price of Overblocking Overblocking can lead to:

• Reduced reach and limited campaign scale
• Increased CPMs, as competition for the remaining inventory intensifies
• Missed opportunities to connect with audiences in relevant, safe environments
• Lower ROI, because the campaign loses efficient, high-quality impressions

Advertisers sometimes assume that a conservative approach is safer. In reality, blocking too broadly means giving up control and allowing the platform to make decisions for you, even when using PMPs. You lose the opportunity to fine-tune where your ads run.

How to fix suitability controls The key is precision. Instead of excluding at the app or category level, target at the program level. Use metadata such as genre, mood, content advisories, and keywords to make informed decisions.

For example:

• If you want to avoid violent content, target subgenres or use content advisory metadata that specifically flags violence.
• If your brand avoids controversial political coverage, exclude shows with specific political keywords while keeping other content on the same app available.

Peer39’s Smarter Approach to Suitability. With Peer39, you don’t have to choose between protection and performance. Our Safety and Suitability categories are purpose-built for CTV, ensuring you avoid truly unsuitable content without overblocking.

The solutions provide granular controls for scenarios like:

• Safe from Fake CTV Content (eliminating non-streaming environments)
• Verified Valid Channels (ensuring quality sources)
• Safe from Kids Content, Anime, Divisive News, and other sensitive categories

 Combined with program-level controls, these tools let you balance brand safety and campaign scale.

A real-world example: A national telecom brand wanted to avoid divisive political news but still reach audiences watching sports and lifestyle programming on the same networks. Using Peer39’s program-level controls and keyword exclusions, they were able to block political segments while keeping their ads on other high-performing programs. The result was a 25% increase in completion rates and a 15% lower CPM compared to their previous overblocked campaigns.

Final thought: Brand suitability is not about blocking more. It is about blocking smarter. By shifting from blunt, app-level exclusions to precise, program-level controls, advertisers can protect their brand while maximizing reach and performance.