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Brand Suitability Targeting
Brand Suitability Targeting

Learn to target IAS & DoubleVerify Brand Suitability segments (context control avoidance, custom suitability & keyword segments)

Updated over 2 months ago

Warning:

Oracle has decided to exit the Advertising business and will no longer be providing Oracle Advertising services and solutions by Sep. 30th. As a consequence, Teads will be deprecating Grapeshot Brand Safety and Grapeshot Brand Suitability solutions in our platform.

To ensure your campaigns are unaffected by these changes, please use our alternative Brand safety and Brand Suitability solutions.

  • Teads Brand Safety

  • Integral Ad Science (IAS)

  • DoubleVerify

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 & 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

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.

  1. In the IAS platform, ensure that you select Teads as the Media Partner, in order to ensure correct notification of the campaign's activation. This will generate a Media Partner Notification for Teads.

  2. In the IAS platform, ensure that you select Teads as the Media Partner, in order to ensure correct notification of the campaign's activation. This will generate a Media Partner Notification for Teads.

  3. From the client's IAS campaign setup report (Media Partner Notification): Copy the Brand Suitability segments listed in the Context Control section:

IAS Brand Suitability Setup Report - Partner notification.png

4. 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":

IAS_Brand_Suitability_-_IAS_report_-_Keyword_Segments.png

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 representative 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.

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.

  1. 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.

For custom brand suitability requests (i.e : keyword list exclusion) :

Clients can request a segment creation by the Teads team who will share an IAS id.
This segment will also have to be applied in the IAS Brand Suitability section.

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