Overview Document
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      Brand Safety Targeting

      Brand Safety Overview

      Brand safety is the management of where your ads appear to ensure placements align with your brand’s desired perception. It gives marketers greater control over the context in which ads run so campaign environments support brand goals and avoid harmful or misaligned content.

      Important Note: Brand safety is a custom backend implementation, and the tactic may fall off if an ad group is edited or cloned; additional costs apply based on the selected partner and solution type.

      Key Benefits

      Choozle and our network partners apply baseline brand safety and fraud prevention to all campaigns at no additional cost. For advertisers with stricter requirements, third-party brand safety solutions provide more granular control over contextual placement, including the ability to avoid sensitive topics, competitor mentions, or other environments that do not fit your brand. These enhanced settings help keep your ads aligned with your brand values and messaging.

      What Brand Safety Covers

      Brand safety typically includes avoiding content related to explicit material, firearms, crime and violence, death and murder, illegal drugs, racist material, offensive language, terrorism, and tobacco products. These broad topic categories are already included in the proactive measures applied by our network partners and by Choozle across all advertiser accounts as part of our baseline protections.

      While Choozle implements universal standards to support brand safety and viewability, some brands require stricter controls. For those cases, Choozle offers enhanced brand safety solutions through third-party partners to provide additional contextual control over where ads appear.

      These solutions function as pre-bid contextual filters that restrict eligible inventory before an impression is purchased. They apply to both display and video environments, across web and in-app inventory where supported.

      Supported Brand Safety Partners

      • Integral Ad Science (IAS)
      • DoubleVerify

      Both Integral Ad Science (IAS) and DoubleVerify provide pre-bid brand safety protection for your campaigns. At a high level, each partner offers real-time blocking and contextual analysis to help prevent ads from appearing in environments that do not align with your brand across display and video, on both web and in-app inventory (where supported).

      When choosing between them, some key differences to consider are:

        • Classification approach: Each partner uses its own methodology and taxonomy for classifying content and assessing risk by topic.

        • Control options: DoubleVerify includes additional controls such as the ability to exclude certain apps based on average review stars, while IAS focuses on granular contextual analysis across standard brand safety categories.

        • Pricing structure: Pricing can vary slightly by partner, format, and configuration. Your Account Manager or the Customer Support Team can help you understand current pricing and recommend the best fit based on your goals.

      Note: If you would like to customize which topics are blocked or allowed, please reach out to your Account Manager or the customer support team and we can walk you through the available options.

      Brand Safety Targeting Pricing Structure

      Partner Environment Pricing Basis
      DoubleVerify Display 4% of media cost
      DoubleVerify Video 2.5% of media cost
      IAS   Display 2.9% of media cost
      IAS  Video 2.5% of media cost

       

       

       

       

       

       

       

       

       

      Brand Safety and CTV

      Pre-bid and post-bid brand safety solutions are not currently supported for CTV inventory due to technical limitations, including lack of VPAID support. As a result, traditional brand safety vendors cannot apply contextual filtering to CTV placements.

      However, CTV inventory is typically accessed through private marketplace deals, allowing advertisers to maintain control over placement selection and content quality through curated publisher environments.

      Our three-tier fraud prevention system still applies to CTV. Bid and impression logs are monitored for anomalies by our Marketplace Quality team to identify and suppress invalid traffic or suspicious activity.

      How to Get Started

      Brand Safety is part of Choozle’s Supported Solutions and must be enabled with assistance from your Account Manager or the Customer Support Team.  To explore brand safety options or enable this solution, contact your Choozle representative for guidance and configuration support.