Brand Suitability and Safety Controls

From Safety to Suitability and on to Connected TV (CTV)

2020 forced our industry to quickly shift its approach to brand suitability, reducing the use of legacy safety tactics such as blunt keyword blocking. The sudden impact of a global pandemic across every sector of media and content has been the primary driver. Brands have learned how to use contextual suitability controls to ensure they’re not over-blocking, so the return on their media investment is achieved.

The Peer39 suitability controls bring a more refined and nuanced approach to your contextual alignment needs. While legacy safety tactics are about avoidance of bad or misaligned content to a brand, suitability takes a more refined and modern approach, asking  advertisers:

• In what context might this content be okay?
• Is all arms and ammunition content bad?
• If it’s in the context of science or education, is it okay?

Safety & Suitability Purpose-built for CTV

With Peer39 CTV-specific brand safety and suitability categories advertisers can ensure their ads appear alongside appropriate and relevant content, while avoiding unsafe, unknown or unverified channels. 

Challenges:

• Ad environment quality risk
• Blunt brand suitability controls
• CTV is growing faster than can be categorized

Peer39 CTV Solutions:

• Refined and accurate targeting to meet suitability needs
• Easily avoid unsafe, unknown or unverified channels. 
• Reach without waste with faster access to CTV inventory at scale
• Gain efficiencies by combining linear with digital targeting & optimization