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.

• By default, no exclusions are applied.

• Advertisers can choose from 12 content categories, classified into two risk levels:

  • Low Risk

  • Medium Risk
    
    

• A high-risk category exists in the (GARM) Brand Suitability Framework, but it does not apply to DPG Media’s premium content. This means the highest risk level within DPG Media inventory is medium risk.

• Brand Suitability rules set at the advertiser level apply to all underlying ad groups and cannot be adjusted per campaign or ad group.

• If low-risk content is excluded, both low- and medium-risk content will be excluded.

Brand Suitability Categories

Advertisers can exclude ads from appearing next to content in the following 12 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. Online Piracy

6. Hate Speech & Acts of Aggression

7. Obscenity & Profanity

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

9. Spam or Harmful Content

10. Terrorism

11. Debated Sensitive Social Issues

12. 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.