Brand Protection/Brand Safety

Brand Safety can be found in the General tab of the campaign editor, under Advanced.

Note: Hover over a contextual category or brand protection segment to see cost information and a description for targetable segments and only a description for non-targetable segments. Tooltips only appear if a description is available.

Configure segments specifically for the campaign, or apply a set, a collection of segments and rules that can be used by multiple campaigns. See Brand Protection Sets below for more.

Safe From

Using Safe From segments means a campaign will bid only on inventory that has been verified to not have content related to the category selected.

Any of these conditions would cause an impression to be “unverified” (and therefore not bid on):

  • Basis DSP does not have a record in the contextual cache for the URL from the bid request.
  • The contextual provider has not yet categorized the URL.
  • The URL cannot be categorized (for example, if it is not a valid URL).

Example segments include:

  • Safe from Mature
  • Safe from Negative Airline Content
  • Safe from Firearms

To use these segments, choose Require under the Targeting column, and select an AND relationship:

The AND condition means a campaign will bid only on domains that have been declared safe from ALL the chosen segments:

The yellow area shows the inventory a campaign will be bidding on: inventory that is safe from A (for example, Firearms) AND inventory that is safe from B (for example, Mature).

When using the AND relationship with Safe From segments, the inventory available for a campaign to bid on decreases as the number of segments increases. However, this reduces the chances of running on inventory that an advertiser may not want to be associated with.

The OR condition means a campaign will bid on domains that have been declared safe from ANY or ALL of the chosen segments:

The yellow area shows the inventory a campaign will be bidding on: inventory that is safe only from A (for example, Firearms), inventory that is safe only from B (for example, Mature), AND inventory that is safe from A and B. This is not the desired inventory, because most of it isn't safe from one of the two types of content we're trying to avoid.

Negative

Using Negative segments means a campaign will bid on everything but the inventory that has been verified to contain content related to the chosen segment. This includes bidding on inventory that is unverified.

Example segments include:

  • Negative: Exclude Alcohol
  • Negative: Exclude Crime
  • Negative: Exclude Accidents

To use these segments, exclude is the only available option under the Targeting column, and an AND relationship must be selected.

The AND condition means a campaign will bid on sites that have been declared not to have ANY or ALL the chosen segments:

The yellow area shows the inventory the campaign will be bidding on: inventory that is safe or unverified. Because exclude Negative A (for example, Alcohol) and exclude Negative B (for example, Crime) have been selected, the campaign will not bid on inventory that contains Alcohol, Crime, AND Alcohol and Crime.

The OR condition means a campaign will bid on sites that have been declared not to have ALL of the chosen segments:

The yellow area shows the inventory the campaign will be bidding on: inventory that is safe or unverified, inventory that has Negative A (for example, Alcohol) but no Negative B (for example, Crime), and inventory that has Negative B but not Negative A. The only inventory that the campaign will not bid on is that which contains Alcohol and Crime. This is not our desired inventory, because much of it contains content we're trying to avoid.

Summary

  • Safe From: will only bid on inventory that has been verified to contain safe content.
  • Negative: will not bid on inventory that has been verified to contain negative content, but will bid on unverified content.

Brand Protection Sets

When you've arranged your segments and logic in a way that you might want to use again, you can save them as a set. A set includes:

  • one or more brand protection segments
  • target/exclude rules
  • AND/OR targeting relationship between the segment rules

You can use a set in as many campaigns as you like.

If you apply a set to an existing campaign, the set overwrites all previously existing segments.

See Contextual and Brand Protection Sets for details.