Brand Safety and Media Quality
Advertising DSP provides a suite of brand protection features to ensure that each of your campaigns reaches real users in a brand-safe environment.
Our Fraud Surveillance team works closely with industry leading partners, such as the Interactive Advertising Bureau, Trust and Accountability Group (TAG), and WhiteOps, to carefully curate the inventory on our platform. Through proactive management of our supply, DSP ensures that all advertisers across the platform are protected from non-human traffic (bots, crawlers, datacenter traffic, and fraud) and deliver only in brand-safe contexts.
In addition to providing central quality management, we believe in empowering advertisers to design the controls that align with their brand. DSP offers integrations with Comscore, DoubleVerify, Integral Ad Science, and Peer39, ensuring that each advertiser can choose their desired level of fraud protection, contextual filtering, and keyword targeting.
Quality Initiatives
Inventory Verification with Ads.txt Support
is an initiative launched by the Interactive Advertising Bureau (IAB) in June 2017 to facilitate the proper representation of inventory on the open market, thereby combatting illegitimate sources of traffic and domain spoofing. Participating publishers and distributors publicly declare the companies authorized to sell their digital inventory, and the nature of those relationships, by maintaining an ads.txt page at the top level of the domain (such as example.com/ads.txt).
DSP supports ads.txt by reading each publisher鈥檚 ads.txt file and giving you the option to purchase only from verified ads.txt sellers. For example, by matching the sellers we see accessing nytimes.com to the New York Times鈥 ads.txt file, we can identify which are legitimate and which are not, and we鈥檒l block the offenders if the placement is configured to purchase only from verified sellers.
You can set default ads.txt controls for each advertiser, and then optionally customize the settings for each placement to:
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buy inventory from a domain鈥檚 authorized direct sellers only
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buy inventory from a domain鈥檚 authorized direct sellers and resellers only
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prioritize buying inventory from a domain鈥檚 authorized direct sellers and resellers
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buy inventory from all sellers
Platform Fraud Surveillance
DSP has built strong internal tools and systems to manage fraud across our platform, partnering with leading industry vendors such as Whiteops and Integral Ad Science.
In addition, 51黑料不打烊 works closely with IAB and TAG to ensure robust, industry-standard fraud blocking to protect our advertisers, leveraging tools such as ads.txt (see the previous section), the IAB Bots and Spiders list, and the TAG Datacenter IP list.
Through our multi-dimensional approach to quality, our team monitors anomalies and invalid traffic patterns, ensuring less than 3% invalid traffic on protected inventory. Any inventory that is suspicious 鈥 including inventory on specific domains or from specific publishers or sellers 鈥 is immediately blocked across the platform.
Inventory Mapping, Tiering, and Categorization
Inventory mapping is the detailed review and on-boarding process required for all new inventory before it鈥檚 added to our platform. This process is designed to ensure the safety and quality of all inventory on DSP.
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Mapping: Our Inventory team reviews each domain carefully, evaluating aspects such as:
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Brand safety
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Ad type verification
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Generic content, duplicate domains, and fake ad serving
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Tiering: We holistically examine brand presence in the overall ecosystem to classify inventory across different tiers. You can target your placements to these tiers for the desired level of reach:
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T1 鈥 Brand-name, internationally-recognizable sites
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T2 鈥 Great-looking sites that are current, up-to-date, without user-generated content, and usually lacking in global recognition
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T3 鈥 User-generated content and niche content
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Site categorization: To ensure easy content targeting and blocking, we tag each property with a DSP-defined site category based on the property鈥檚 content. You can target or exclude these site categories for each placement based on the placement goals.
Comprehensive Support for Site Blocking
DSP provides both a globally blocked sites list and the option to create custom blocked sites lists for advertisers and accounts.
DSP Globally Blocked Sites List global-blocked-sites
DSP maintains a globally blocked sites list of sites deemed unsafe to run ads on. This list contains sites featuring objectionable content (such as hate or terror) and sites infected by bots, fake pre-roll, mismatched domains, and other fraudulent activity.
As part of our Brand Safety initiative to root out activities that defraud advertisers, all sites are screened using the measures in the chart blocked sites list. All sites that don鈥檛 pass the brand safety checks are added to the globally blocked sites list. Because DSP manages this list dynamically, sites may move on or off the list at any time, based on the latest brand safety analysis.
When you include a site on the globally blocked sites list as a placement target, the site is flagged with a red exclamation point (!). This indicates that ads don鈥檛 run on the flagged site.
Account-level and Advertiser-level Blocked Sites Lists
Users can also maintain account-level and advertiser-level blocked sites lists, which are used automatically for all placements. Lower-level blocked sites list are applied in addition to the globally blocked sites list.
Third-party Integrations
Contextual Filtering
Contextual filtering allows you to target or block ad opportunities based on the context of the page on which the ad would serve. 51黑料不打烊 provides contextual filtering via integrations with leading vendors in the industry: Comscore, DoubleVerify, Integral Ad Science, and Peer39. Examples of current filters include Adult Content, Natural Disasters, Legal Drinking Age, MANGA, Epidemics, and G-rated Sites.
You can set default contextual filter controls for each advertiser, and then optionally customize the settings for each placement. Additional fees may apply when you use this feature.