Brand Safety and Keyword List Targeting

Brand Safety and Keyword List targeting provide granular control over ad serving context and brand suitability.

Brand safety targeting allows you to avoid sensitive content categories as your ads are delivered. Pages are rescanned daily or when new content is published to identify any sensitive content. You can choose from all or a subset of the following sensitive categories.

NOTE: The "Unknown" sensitive category represents inventory that has not yet been scanned for brand safety. Block “unknown” inventory for your most cautious use cases or leave it unblocked to expand reach, when appropriate.

Note that brand safety targeting is always negative targeting, i.e. you can only avoid sensitive categories.

The “Apply Brand Safety to Home Pages and Section Fronts” setting, found on the Advanced tab, controls whether Home Pages and Section Fronts are treated as fundamentally safe.

In most cases, these pages contain mixed content and will (especially on News sites) routinely get flagged as unsafe even though the flagged keyword may not be central to the page. To avoid overly aggressive restrictions, we don’t apply brand safety filtering to these page types by default. You may choose to enable it for particularly sensitive campaigns.

Keyword list targeting allows campaigns to contextually target content across the web. Keyword Lists, called segments in Oracle, are created and managed within the Oracle Contextual Intelligence Segment Builder. These segments appear as named lists within the Nativo Ad Platform under your budget's Targeting tab. Keyword lists can be both positively and negatively targeted.

Custom keyword targeting is available to Enterprise customers of the Nativo Ad Platform. Contact your account manager to learn more.