Is your brand important to you? We certainly hope so. After all, you've spent countless hours and innumerable amounts of energy developing a brand that tells the story of your business and conveys everything you want the public to know about your company.
It would be a shame if all the efforts you've put into extending your outreach fell into the wrong hands, compromising the integrity of everything you built.
Programmatic advertising is vital to building your audience and creating an extensive outreach that leads to better customer engagement. Yet, how do you balance awesome exposure without incurring the potential problems that could transpire if someone put your brand alongside content that doesn’t fit company values? Fear not, there is a way!
First, decide what level of risk is tolerable for your company. If you're running brand campaigns that are built to generate awareness, you'll need a higher risk tolerance than if you were just running direct-response campaigns.
Once you've settled on the amount of risk that's acceptable, utilize pre-bid screening tools that will enable you to understand how the safety parameters you've put into place measure in the real world. Centro's partner Comscore offers a tool, for example, that allows you to understand the risk and reward tradeoffs for important metrics such as:
Centro also partners with Peer39—another company built around providing brand safety in digital environments. Of course, the more your campaigns are screened, the more likely your efforts won't reach optimal scale. It’s important to set reasonable expectations of permissible risk first.
Block list sites are specifically prevented from serving your ads. To retain brand safety, you'll want to put websites to your block list if they:
Allowed list sites are the opposite—where your ads would only be served to specific sites that you’ve identified as aligning with your values or deem ‘safe.’ Know that using an allowed list, however, may limit your reach and scale. Generally (and not specifically related to block lists or allowed lists), you can find a list of trustworthy ad inventory sources on Pixalate’s Seller Trust Index, which evaluates multiple criteria in how ad marketplaces source ad supply.
Have you ever wondered if YouTube is safe for your brand? It's a valid concern, but there are precautions you can take to make sure your message stays as intended:
Programmatic media buys are extremely beneficial to any business, but brand safety must be at the top of the list before letting the algorithms go to work. By blocking content that doesn't fit your company's values and utilizing the tools that automate the security process, you'll be able to achieve scale in your campaigns, without putting your brand in a publicly compromising position.
Centro has everything you need to ensure brand safety on every digital media buy. We're here to help you realize positive ROI without sacrificing the integrity of your business.