Brand safety helps to place advertising reliably. This is important because the consumer experience depends on the quality of the ad creative and its placement. Overall, the entire success of a campaign depends on the user experience of the brand.

Let’s talk more about the importance of brand safety in the mobile marketplace.

What Brand safety is

Brand safety is how effectively the brand is protected from offensive or unwanted context.

Context means apps with content which goes against brand values. Or if the product is on the list of banned for advertising by law.

Such topics include:

• content with age restrictions;
• calls to illegal actions;
• сopyright infringements;
• viruses, malicious files, spyware, etc.

Frequently, the basic list of unwanted topics is appropriate for most organizations. But there are cases when a company determines what it doesn’t want to be associated with.

Often the basic list of unwelcome topics is correct for most organizations. But there are cases when a company determines what it doesn’t want to be associated with.

For example, advertising for airlines next to news about a plane crash won’t boost international ticket sales. Or – putting a horror movie trailer in children’s educational apps won’t please a parent’s audience.

However, it’s important to remember that there is no one and only list of restrictions for all brands. Each is responsible for its own image and safety, guided by the company’s goals and limitations.

Brand Safety and Digital Reputation

According to statista research, 56% of respondents forecast an increase of brand safety worries in 2023 among advertisers. This indicator is also influenced by the necessity to maintain the company’s reputation in the digital environment.

Experts also note: “brand image” has become one of the most priority concepts today. Now identity not only separates an organization from its competitors. But also influences the user’s decision to buy a product or service.

The formation of the image occurs through different channels: social networks, email newsletters or programmatic advertising. Complete learning depends on the usefulness of the content, as well as on its proper placement.

For example, in his book “Decoded: The Science Behind Why We Buy”, Phil Barden talks about the formation of a buying decision. According to him, most of the time people have autopilot on, which instantly evaluates the product.

This process applies to mobile advertising as well. A person perceives all the signals with just one look at the creative. If there is a negative message in the content, it will definitely affect the user’s relationship with the brand.

In other words: alcohol ads in a kids’ app will definitely be remembered by the user, but will have a negative impact on the reputation of the publisher and advertiser.

How BYYD guarantees brand safety?

At BYYD brand safety is provided by four stages of verification:

• Level 1

The first stage of verification runs when the app is uploaded to the stores (google play, appstore). If the application conflicts with the rules of the platform, then it is not allowed to be placed.

• Level 2

Then the app is checked during the connection to the SSP. This step is necessary if the publisher wants to sell advertising inventory. Read more about this process in our article about the programmatic.

• Level 3

The BYYD platform provides some additional verification. We check that the application meets important parameters.

In addition, compared to other advertising channels, BYYD has a detailed list of apps to show ads. It’s also possible to make a Black list and a White list.

Black List и White List

White List – a set of apps or categories for placement, which is formed before the start of the campaign. Together with the client we select the relevant applications for advertising.

Defining the product’s target audience is an important factor here. However, we don’t recommend focusing only on one category of users.

For instance, it would be useful to select topics that indirectly match the main one. This will provide access to a new interested audience.

For example, an auto-brand can target not to only auto apps, but also to gaming and household ones.

Black List is a list of apps or categories that are excluded from actual placement. The Black List is formed during the campaign while BYYD managers manually optimize each placement on a daily basis. Applications with low KPIs are put into the Black List.

• Level 4

Our company has its own DMP with an internal antifraud system. It analyzes all incoming big requests, as well as checks the data history for a particular Device ID.

Traffic verification

The BYYD platform participates in the auction only with verified devices. All quality assurance systems can confirm the data about the safety and purity of the traffic.

Meanwhile, our platform works with such services as Weborama, Adriver, Gemius, MOAT, Sizmek, DCM, IAS, DoubleVerify.

Some services monitor the validity of traffic and the security of placements with pixels. Others use placement by code.

We can check the quality through both ways.

Conclusion

Advertising in apps with unwanted topics can damage the brand image. That’s why we advise to choose only safe platforms with relevant subjects and good quality traffic from the start.

Advertising on the BYYD platform will secure your brand image and help to achieve good results.

Check our cases here.

For consultations and cooperation You can also contact:

• by phone +1 (929) 999-5737;
• or through the form on the site.