Brand Suitability and Safety Controls
Including Categories Built for Connected TV (CTV)
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 of change. 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.
Peer39's suitability controls bring a more refined and nuanced approach to your contextual alignment needs -- allowing advertisers to target the right content with context. While legacy safety tactics are about avoidance of bad or misaligned content to a brand, Peer39's belief in 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?
Peer39's off-the-shelf Safety Content categories for web-based campaigns include:
- Adult & Explicit Sexual Content
- Arms & Ammunition
- Crime & Hateful Acts to Individuals and Society, Human Right Violations
- Death, Injury and Military Conflict
- Online Piracy
- Hate Speech
- Obscenity & Profanity
- Illegal Drugs, Tobacco, e-cigarettes, vaping, alcohol
- Spam or Harmful Content
- Terrorism
- Debated Sensitive Social Issues
- Global Events
Safety & Suitability Purpose-built for CTV
With Peer39's 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 facing advertisers buying CTV inventory programmatically:
- Ad environment quality risk
- Blunt brand suitability controls
- CTV is growing faster than can be categorized
- Lack of transparency into inventory
Peer39 CTV Solutions:
- Refined and accurate targeting to meet suitability needs
(Read more about Taking Back Control in CTV with Custom CTV Keywords) - Easily avoid unsafe, unknown or unverified channels
(Read more about How To Avoid CTV Ad Fraud and Fake Content) - Reach without waste with faster access to CTV inventory at scale
(Read more about Overcoming Challenges in Programmatic CTV Advertising with our Buyer's Guide) - Gain efficiencies by combining linear with digital targeting & optimization
(Read more about Achieving Clarity in CTV Advertising with Peer39's CTV Quality Score)
