1:07Ep 7: Brand safety vs brand suitability
An airline skipped your war report. Your page did nothing wrong.
Lesson notes
An airline skipped your war report. Your page did nothing wrong.
Brand safety is the floor no brand will fund. Suitability is each brand’s own line.
Take a careful war report on news.example. The floor covers things like terrorist propaganda or illegal goods. Nobody bids there, and your report isn’t on it. Above the floor, brands sort sensitive topics into high, medium and low risk, and each picks a limit. An airline avoids conflict news entirely. A bank accepts medium risk. Same page, two answers. These tiers came from GARM, an advertiser alliance that shut down in August twenty twenty-four, but its categories reportedly still shape buying tools. Crude keyword lists add noise. Block shoot, and a photography guide loses bids too.
If your lowest CPM pages are hard news, that’s suitability. Send clearer context, not fewer stories.
Next, why Ad Manager and your SSP never agree.
Go deeper · 5 min readThe Importance of Brand Safety: Safeguarding Your Reputation in the Digital AgeUp next in this series
1:10Ep 8: Why Ad Manager and your SSP never agreeEp 8: Why Ad Manager and your SSP never agree
1:03Ep 9: Testing a new demand partner properlyEp 9: Testing a new demand partner properly
1:07Ep 10: Incremental vs cannibalised revenueEp 10: Incremental vs cannibalised revenue
1:08Ep 1: Why ads slow pages, and what slow costs youEp 1: Why ads slow pages, and what slow costs you
1:05Ep 2: Reserve the slot: fixing ad layout shift (CLS)Ep 2: Reserve the slot: fixing ad layout shift (CLS)
1:06Ep 3: Lazy loading ads without losing impressionsEp 3: Lazy loading ads without losing impressions
1:11Ep 4: Ad refresh: time-based vs viewableEp 4: Ad refresh: time-based vs viewable
1:10Ep 5: Invalid traffic: GIVT vs SIVTEp 5: Invalid traffic: GIVT vs SIVT
1:12Ep 6: MFA: how not to be mistaken for oneEp 6: MFA: how not to be mistaken for one