In certain video walled gardens, advertisers must manually fine-tune brand suitability settings to balance reach, efficiency and brand equity. The process is cumbersome, often leading to a “set it and forget it” approach that can compromise brand suitability and hinder performance.
Across the open web, pre-bid controls allow advertisers to evaluate and filter content before an ad is served. These tools are largely automated, analyzing bid-stream data in real time to ensure that inventory aligns with brand suitability standards at scale. They guide media-quality bidding decisions, preventing ads from appearing alongside unsuitable content with far less manual effort.
However, in some video environments dominated by user-generated content (UGC), maintaining this level of control often requires manual updates. A single campaign may include hundreds of ad groups, each with its own inclusion and exclusion lists spanning tens of thousands of entries — from keywords and topics to individual creators and channels.
Since these lists are manually updated, most campaign teams can refresh them only monthly or quarterly. In dynamic environments, that cadence leaves plenty of room for error: outdated exclusions, inactive channels and an increased likelihood of ads appearing next to unsuitable content.
So how can marketers achieve scale, control and performance — reaching vast audiences while ensuring brand alignment in a video walled garden?
With DV Authentic Advantage™, brands can achieve all three without compromise.
In a video walled garden, where user-generated content proliferates rapidly and algorithms refresh at breakneck speed, marketers have the opportunity to reach massive audiences and capitalize on real-time cultural moments. But that same velocity makes it increasingly difficult to monitor, measure and optimize campaign performance effectively.
According to recent DV data, 64% of consumers say that the type of content surrounding an advertisement influences their perception of it, proving that context matters. Ads that appear next to certain content can create a favorable or unfavorable image of a brand.
Today’s audiences expect brands to take responsibility for where their ads appear. When ads appear next to objectionable content, brands risk damaging their reputation, wasting media spend and eroding consumer trust.
Pre-bid solutions are evolving to keep pace with the dynamic nature of a video walled garden environment, where new content and creators emerge daily.
DV’s pre-bid automation, available through DV Authentic AdVantage, helps marketers ensure that ad placements align with their brand suitability preferences, language requirements and media quality standards. It continuously adapts by automatically updating as content changes, allowing marketers to respond quickly to new user posts and channels without sacrificing campaign performance.
That means:
Always up to date, always in control. Stay protected with automated daily updates to inclusion and exclusion lists, keeping suitability coverage current without sacrificing transparency or control.
Reach the right audiences, every time. DV’s Media Score identifies top-performing channels and creators with established reach and engagement, helping advertisers focus their investments where audiences are most attentive and engaged.
Extend reach with less effort. Apply global controls across campaigns and clients to reduce manual work and improve consistency, lowering overhead for both brands and agencies.
During internal testing, the DV team compared the traditional manual pre-bid setup with DV’s automated self-service workflow. The results were striking: the automated pre-bid process reduced daily activation time by 90% across all campaigns, saving considerable time that would have otherwise been spent on manual monthly or quarterly updates.
Brands no longer have to choose between cost, media quality and performance when advertising within walled gardens. DV Authentic AdVantage delivers a holistic solution that empowers advertisers to drive superior media outcomes through AI-powered optimization, trusted measurement and protection, and media transparency at scale.
For one consumer packaged goods brand, DV Authentic AdVantage played a crucial role in maintaining consumer trust and the brand's integrity. By ensuring that placements aligned with the brand's values, the implementation of DV Authentic AdVantage led to impressive results:
60% increase in impression volume
35% decrease in CPM
10% increase in brand suitability score
Discover how DV Authentic AdVantage can power your media performance. Request a demo today.