In summary, how can a brand achieve Brand Safety and Brand Suitability?

Here are three simple tips:

  • Use third-party verifiers such as IAS, Double Verify, or Oracle.
  • Make exclusions at the implementation level. On YouTube and Twitter, for example, you can use lists of sites where your brand will be safe (whitelist) and the ones you want to block (blacklist), but this must be constantly reviewed.
  • Advertise on closed/curated platforms such as Spotify, Warner Music or Gaming apps. As they are not UGC (User Generated Content) platforms, the risks for the brand are minimal.