Platforms rightfully focus on the eradication of dangerous and ubiquitous brand safety issues that can be managed at scale for all advertisers. The complexity comes in when brands actually want more than that, when they want content to be “suitable” to them specifically. That requires a much more granular focus on the individual creator content itself. Brands benefit most when they own brand suitability, and approach the content as a fundamental driver of their UGC media strategy.
The Trustworthy Accountability Group states “Brand Safety is a component of a larger effort to control ad placement that a few digital advertising Buyers and many Sellers are now starting to label as Brand Suitability.” Brand suitability is the specific approach to content and context that matters to a particular brand, and only the brand knows what’s best for them. Common standards and other platform-level or industry level solutions simply don’t make any sense in this case because every brand needs something different. An energy drink company, an insurance company, a toy company – each of these brands requires different content and contextual guidelines.
This additional element of brand suitability requires work by the brands and their partners, as it is too custom and unique for a large platform to automate. Brands will benefit if they expand their view of UGC platforms from a place to target audiences at scale that simply needs to be “safe.” Brands are best off standing adjacent to content that reflects their brand identity and is never damaging in any way to their brand.