Programmatic: How to balance real protection with cost control in Brand Safety?⚖️

The Open Web offers an immense variety of content, but some articles can prove "sensitive" for advertisers—even on premium sites. For several years now, brand safety has become an essential prerequisite for programmatic campaigns, thanks to significant groundwork by measurement providers like Integral Ad Science, Meetric, and DoubleVerify.

However, when it comes to optimizing brand safety, two common traps often emerge:

1️⃣ Activating the Same Paid Filters… at Multiple Levels of the Chain 🤔

💬 A Media Trader recently confided in me:

"One of my advertisers is so strict about brand safety that everyone plugs in pre-bid filters: we do it in the DSP, and the publishers/sales houses do it in their SSP."
The problem: By activating the same filters at every link in the chain, every player buys their own security... but ultimately, it’s the advertiser who pays! And they pay multiple times for the exact same service! 💸💸

GreyFox Ads’ recommendation for a simple and effective approach:

• On Open Auction: Keep brand safety on the DSP side.
• On Deals: Activate the brand safety filter upstream, on the SSP/Curator side.

💡 Results:

✅ Better DSP bid rate
✅ Less throttling from both the SSP and DSP
✅ No double billing from the measurement provider

2️⃣ Paying to Secure Inventory… That Carries No Risk 🤔

Measurement providers generally recommend plugging pre-bid filters into the entire campaign to guarantee brand safety. But is the risk level truly the same everywhere? 🕵️

Examples:

• On News 🗞️ or Gossip 🧒 websites: Brand safety filters are necessary, without a shadow of a doubt!
• On Cooking 👨‍🍳, Tech 💻, Weather ☀️, or Sports ⚽ websites? Is it really useful to pay for a filter on every single impression that is going to block… 0% of the inventory?

Paying a premium on naturally "safe" inventory is burning budget that could be invested in driving performance. 💸💸

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At GreyFox Ads, we beleive the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the least competent: we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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