Campaign Quality
Brand Safety
BigAds always uses the best tag technology to keep brands in safe environments and away from bad headlines and unsuitable mobile and website pages. Clients who ask for brand safety to be applied should be aware of the following:
- Brand safety tags such as Double Verify take at least 24 hours to crawl news pages and find unsafe stories and headlines which means campaigns can be vulnerable to being exposed to users in ‘poor brand experience’ environments during these periods.
- News pages change throughout the day and breaking stories make campaigns susceptible to being run alongside bad news stories or unsafe environments which can potentially cause brand damage.
Details of brand safety can be found in help pages from leading providers:
- Sensitive categories in Display & Video 360 brand safety targeting
- About Integral Ad Science’s media quality verification – Display & Video 360 Help
- Latency in Digital Advertising: A Guide for Publishers
BigAds uses DoubleVerify to target negative keywords and news stories to block adverts on pages which will damage brand campaigns.
Inventory Quality Control
Our Supply Management Team spends many hours ensuring our site list is constantly evaluated to ensure we have a good mix of inventory that is capable of running our formats without any rendering or ad cropping issues.
These sites are constantly monitored for traffic and safety.
In order to make our desktop, mobile skins and other formats work well with a page we meticulously test our formats with publisher test pages to ensure they work and give maximum impact. There are times when publishers change their pages without notice to ad format providers and this can cause temporary issues such as adverts appearing incorrectly or breaking pages. In these instances we firstly block the publication and then commence a discovery process to understand what is the cause of the issue. Our supply team then restarts the process of testing and retesting to ensure the ad format works perfectly with the publisher pages.