In today's digital landscape, where content is vast and varied, protecting a brand's image requires more than just placing ads—it requires vigilance across all your media choices. Brand suitability, the process of ensuring ads appear in appropriate and trustworthy environments, is essential to avoid harmful associations with content like hate speech, misinformation, or made-for-advertising sites. By carefully managing where ads are placed, brands can safeguard their reputation, reflect their core values, and maintain the trust of their audience.
Improves efficiency and return on investment (ROI)
Protects brand reputation and builds trust.
Reduces financial loss, legal risks, and PR crises.
Enhances audience engagement and boosts competitive advantage.
Ensures global consistency and supports social responsibility.
...all while keeping a brand in the spotlight for the right reasons.
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Define brand safety and suitability requirements |
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Different brands have varying thresholds for acceptable content. For example, alcohol-related content may be appropriate for some, while others may find it unsuitable. Establishing clear priorities for both brand safety and suitability is a key starting point. |
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Create high-quality content |
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Producing content that aligns with brand values not only attracts a like-minded audience but also reduces the likelihood of ads appearing alongside harmful material. |
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Update block lists |
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Targeting tools manage ad placement through inclusion and exclusion lists of trusted apps, websites, and relevant topics. Sophisticated exchanges and buyers can create preferred partner lists to ensure investments support Canadian content, news sites, and diverse groups. Programmatic teams must set up accounts carefully to avoid “over-blocking,” as certain settings can unintentionally block news and local sites, leading to over-investments in YouTube and social platforms based solely on pricing decisions. |
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Monitor and adapt to industry standards and technologies |
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Staying current with evolving technology is crucial. Regularly adjusting strategies and technology stacks helps maintain protection and understand the trade-offs of system settings. For example, setting the highest safety level may simplify management for programmatic teams with multiple buyers, but it can block premium experiences like “Live Broadcasting on CTV,” categorizing them as uncategorized. This limits brand access to affordable, premium Canadian television content. |
Brand suitability is an ongoing commitment that demands continuous attention and adaptation, and can therefore be time-consuming. Partnering with trusted organizations becomes essential. CBC/Radio-Canada exemplifies this dedication by prioritizing brand integrity and upholding rigorous content standards, ensuring a safe and reputable platform for advertisers.
Select an option to advertise in the CBC/Radio-Canada ecosystem
