Brand Protection/Brand Safety

Brand Safety can be found in the General tab of a campaign, under the heading Advanced

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 (i.e. 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 and 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 (i.e. Firearms) AND inventory that is safe from B (i.e. 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 (i.e. Firearms), inventory that is safe only from B (i.e. 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 (i.e. Alcohol) and exclude Negative B (i.e. 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 (i.e. Alcohol) but no Negative B (i.e. 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.
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