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Brand safety is a critical component to the success and sustainability of any advertising platform. At PropellerAds, we understand that the continuous improvement of brand safety measures is essential in order to meet the evolving challenges and expectations of advertisers, users, and regulators.
That’s why, in April 2023, we launched the ABC Brand Safety Audit process to get an independent and objective opinion on how we’re doing and whether the processes and protocols we have in place are sufficient.
Read on to learn why we pay such attention to brand safety, how it impacts you, and find out all the essential details about the audit process.
Why Brand Safety Matters
While brand safety may seem like an obvious step and a buzzword that marketers throw around from time to time, it’s actually a very serious matter that touches every aspect of advertising and involves all the stakeholders.
Let’s go through the main reasons why safeguarding your brand is a must:
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Protecting advertisers & brands
Advertisers invest significant resources in advertising campaigns and expect their brands to be associated with content that is consistent with their values and image. Brand safety measures help ensure that ads do not appear next to inappropriate, offensive, or controversial content that could damage an advertiser’s reputation.
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Maintaining user trust
Users trust ad networks to provide a safe and positive online experience. When users see ads next to inappropriate content, it can undermine their trust in both the ad network and the brands being promoted.
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Compliance with regulations
There are multiple standards related to online advertising, information security, moderation, etc. They represent best practices in each field and help maintain a proper legal framework. For this reason, PropellerAds regularly undergoes various controls and audits, such as ISO 27001 and ISAE 3000.
Now that we know the whys let’s find out what the ABC audit is all about.
Brand Safety ABC Audit Report
ABC is an independent industry-owned and TAG-approved auditor, structured to deliver impartial and trusted assurance services.
The Brand Safety Audit is designed to maintain brand safety and protect the integrity of digital advertising by significantly reducing the risk of ad misplacement across all types of digital media.
The ABC audit focuses on several key criteria and evaluates companies according to TAG guidelines.
Compliance requirements include client agreements that adhere to Brand Safety and anti-piracy principles, technical solutions to monitor and detect ad misplacement, and procedures in place to minimize ad misplacement.
ABC’s audit of PropellerAds was concluded in September 2023, following a rigorous review of the ad platform. The auditors found that PropellerAds was fully compliant and, in fact, had policies and procedures in place to minimize ad misplacement.
Farukh Rakhimov, Head of Compliance, Data Protection and Information Security, comments: “PropellerAds have passed the ABC audit, highlighting the fact that the company meets industry best practices with regards to Brand Safety. This guarantees that the advertisers can rest assured that their campaigns should not be associated with the content putting their brand reputation at risk.”
What Does All That Mean for Advertisers?
In short, passing the Brand Safety Audit ensures that the money you spend on marketing activities is well invested and that your ads appear in appropriate and brand-friendly environments.
Apart from that, brand safety measures help protect your brand’s reputation, make sure that the ads comply with industry regulations, maintain user trust, and even improve performance.
Kate Shmeleva, Head of Business Security, adds: “Establishing an environment that prioritizes safety, transparency, and trust for our brand partners is of utmost importance to us. That’s why we devote significant effort each year to pass business audits, so we know we’ve done everything we can to protect our customers and ensure our ad platform meets the highest industry standards.”
PropellerAds is a pioneer not only in technology solutions, but also in privacy, brand safety, and implementing the industry’s strictest measures to ensure our partners have the best possible experience when partnering with us.
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