In Teads Ad Manager, advertisers are able to set up Brand Suitability targeting to ensure the avoidance of content that is considered unsuitable for their brand.
Teads have integrations with Integral Ad Science, Grapeshot & DoubleVerify, enabling advertisers to mirror their targeting rules, when measured by these providers.
For more information about Brand Suitability Taxonomies for Integral Ad Science & DoubleVerify, see here.
Integral Ad Science
Integral Ad Science
Benefits
Full alignment with IAS measurement
Maximises reach by only blocking IAS unsuitable content (and nothing more)
Avoids wasting ad opportunities caused by IAS blocking tags
Details
With this targeting option, clients can replicate their IAS brand suitability profile (previously set within IAS platform to verify or block their impressions) by:
Selecting among 200 optimized IAS Brand Suitability segments in order to exclude certain topics (e.g. health, environment, politics), or
Entering their custom segments IDs previously created within the IAS platform from a custom Brand Suitability rule (e.g. specific content with negative sentiment) or a keywords list (e.g. competitors' names).
How to setup IAS Brand Suitability Targeting?
Clients should only replicate pre-bid within Teads Ad Manager the targeting set for verification purposes within IAS platform. This is to ensure full alignment between the content filtered out pre-bid and the impressions verified with the client's IAS verification tags.
From the client's IAS campaign setup report: Copy the Brand Suitability segments listed in the Context Control section:
2. In Teads Ad Manager campaign> Line item > Standard Targeting> Brand Safety > Brand Suitability section, paste the IAS Brand Suitability segments IDs.
Note: Segment IDs must be between 1,000,002 and 1,999,999.
Note about Keywords Segments
With this targeting option, clients can also enter the IDs of their keyword segments created within the IAS platform from a keyword list (e.g. competitors' names). To know if a client has set up such a segment, please check if the IAS Setup Report has "Keywords List Applied" set to "Yes":
The keyword segments IDs are not displayed in the IAS Setup Report or within IAS UI (only the last 4 digits are displayed in IAS UI, such as IAS_4172_KW). Contact your IAS Contact or Teads Contact to retrieve the full keyword segment ID which must be between 1,000,002 and 1,499,999.
How to extract IAS Brand Suitability segment IDs
Follow steps listed in the article here.
Grapeshot
Grapeshot
Benefits
Protect clients from unsuitable content
Full alignment with MOAT measurement
Maximizes reach by only blocking Grapeshot/MOAT unsuitable content (and nothing more)
Details
With this targeting option, clients can implement their Brand Suitability requirements using Grapeshot solution by selecting:
Standard Brand Suitability segments to exclude certain topics (e.g. diseases and conditions, gambling), or
Custom segments created by the Teads' Customer Experience team within Grapeshot platform. Note: in order to create new custom segments, please reach out to your Customer Experience Manager
How to setup Grapeshot Brand Suitability Targeting?
In Teads Ad Manager campaign > Line Item > Targeting > Brand Safety > Brand Suitability and use the dropdown to select the relevant standard and custom Grapeshot segments.
Note:
Standard Brand Suitability segments are available to all seats
Custom segment are available to the relevant seats only
In Teads Ad Manager, logic operators (not in, all of, etc.) are automatically selected by the platform
To add a custom segment to a TAM seat, please share the list of terms with your Teads Customer Experience Manager, who will ensure the creation of the segment and its availability within the relevant seat
DoubleVerify
DoubleVerify
Benefits
Reduces the risk of delivering on content classified as unsuitable by DoubleVerify
Near full alignment with DoubleVerify's measurement methodology
Maximises reach by only blocking DoubleVerify unsuitable content (and nothing more)
Avoids wasting ad opportunities caused by DoubleVerify blocking tags
Details
With this targeting option, clients can replicate their DoubleVerify Brand Suitability profile (previously set within DoubleVerify platform to verify or block their impressions) by:
Generating the DoubleVerify Blueprint and ensuring that you insert the relevant segment IDs based on the targeting requirements set by the advertiser
The full breakdown of segments can be found within this document.
How to set-up DoubleVerify Brand Suitability Targeting?
Clients are advised to replicate the pre-bid targeting set in Teads Ad Manager for verification purposes within the DoubleVerify platform. This ensures complete alignment between the filtered content before bidding and the impressions verified using the client's DoubleVerify verification tags.
From the client's DoubleVerify campaign Blueprint: Copy the Brand Suitability segments listed in the Unsuitable Content Category section.
2. Cross-check the specified segments with this document as some segments are covered by existing DoubleVerify Brand Safety settings (for example, Adult & Sexual is covered by Brand Safety)
3. In Teads Ad Manager campaign> Line Item> Standard Targeting > Brand Safety > Brand Suitability section, paste the DoubleVerify Brand Suitability segments IDs (which were extracted during step 2. Teads automatically excludes topics related to these segments before bidding.
