Suitability is
more than just safety
While brand safety is a set of measures that aim to help brands avoid content that people universally agree should be blocked, brand suitability is unique to each brand. Brand suitability is about customized alignment with content that makes sense for a brand’s image, customer base, local markets and business objectives.
Suitability is
Perception
Surrounding the wrong type of content can have negative implications for brands in the minds of consumers.
82
%
would reduce spending on products advertised in an unsuitable context
Suitability is
Performance
Running ads on brand suitable content improves performance. A 2020 study conducted by Channel Factory and the University of Southern California showed a 93% increase in brand awareness for contextually aligned vs not contextually aligned ads.
Suitability is
MORE EFFICIENT INVESTMENT
Running ads on the wrong content is a waste of ad spend. In head-to-head tests we’ve run, campaigns without brand suitability controls have been shown to waste up to 28% of ad impressions on the wrong content. Make sure all of your ad spend goes towards running ads against engaged audiences on suitable content.
Suitability Is
Paramount on 
New videos are uploaded each minute, making it an ever expanding and evolving platform. Brand suitability, or ensuring you’re running against content that is best for your brand, helps ensure you stay ahead of emerging trends and viral content
500
Hours of new content
