Brand Suitability Controls

Ad Manager follows DPG Media’s proprietary Brand Suitability Model, which is based on the Brand Suitability Framework originally initiated by the Global Alliance for Responsible Media (GARM). This ensures a consistent and transparent approach to managing brand suitability across our premium inventory.

DPG Media’s inventory is always considered brand safe, in line with the IAB’s definition:

"Avoiding content that is generally considered to be inappropriate for any advertising and unfit for publisher monetization, regardless of the advertisement or brand."

However, some content may be considered brand unsuitable for certain advertisers if it does not align with their specific advertising guidelines.

Why DPG Media’s Brand Suitability Model?

Compared to third-party ad verification vendors, DPG Media’s Brand Suitability Model offers key advantages:

• Based on Industry Standards: Our model aligns with the Brand Suitability Framework originally initiated by GARM, ensuring consistency with global best practices.

• Full Visibility: The classification model covers all of DPG Media’s environments, including in-app and content behind login walls.

• Real-Time Scanning: Every article is scanned before publication, ensuring no delays for breaking news.

• Cookie-Free Functionality: The model works on all impressions, independent of cookies.

• Free of Charge: Advertisers can use Brand Suitability controls at no additional cost.

How Brand Suitability Works

Brand Suitability rules can be set at the advertiser level to prevent ads from appearing next to undesirable content.

• Advertisers can choose from 9 content categories, classified into three content restrictions levels:

  • Standard

  • Medium

  • Maximum
    
    

• Standard: Full exposure across all content in DPG Media’s brand safe network. No brand suitability filtering is applied, ensuring maximum campaign reach.
• Medium: Applies moderate brand suitability filtering. Ads are restricted from appearing next to sensitive content within the selected category. Other types of lower-sensitivity content in the category remain available. This may reduce campaign reach.
• Maximum: Applies the strictest brand suitability filtering. Ads are excluded from all types of content in the selected category, regardless of sensitivity. This can significantly reduce campaign reach and may lead to budget underdelivery.

Brand Suitability Categories

Advertisers can exclude ads from appearing next to content in the following 9 categories, based on the Brand Suitability Framework originally initiated by GARM:

1. Adult & Explicit Sexual Content

2. Arms & Ammunition

3. Crime & Harmful Acts to Individuals and Society

4. Death, Injury, or Military Conflict

5. Hate Speech & Acts of Aggression

6. Illegal Drugs, Tobacco, E-Cigarettes, Vaping, Alcohol

7. Terrorism

8. Debated Sensitive Social Issues

9. Disasters

Recommendations

We advise advertisers to carefully consider exclusions and only select categories that conflict with their brand’s guidelines. Excluding all low-risk categories can reduce reach by over 50%, significantly impacting delivery and performance.

Limitations & Considerations

While DPG Media uses advanced generative AI models to scan all content in real time — across in-app, web, and behind login walls - we cannot guarantee 100% accuracy in preventing ads from appearing next to undesirable articles.

That said, DPG Media’s inventory is always brand safe, as it does not include user-generated content, eliminating risks associated with hate speech, inappropriate content, and similar concerns.

For personalized brand suitability guidance, please contact our support team.