Brand Suitability: Striking the Right Balance for Your Brand


Over the past several years, advertisers have begun to recognize the distinction between brand safety and brand suitability. Appearing beside unquestionably objectionable content poses a reputational risk for almost any brand. Brand suitability, however, is more subjective. What’s suitable for one brand may not be suitable for another — this is especially true when it comes to our evolving news cycle.

While steps have been taken to reduce these risks — such as the brand suitability framework and brand safety floor advanced by the American Association of Advertising Agencies (4A’s) and the Global Alliance for Responsible Media (GARM) — DV found that EMEA has the highest brand suitability violation rate, hovering just below 10%. In this session, we’ll discuss the tools and strategies for brands to ensure they’re not only advertising in the most suitable environments, but also maintaining scale and KPIs.


Date: September 9, 2021

Time:  12:45 – 1:15PM CEST

Michael Fuhrmann, RVP, DACH, CEE, DoubleVerify
Rebecca Sparkes, Global Strategy Director, PHD WorldWide
Arne Kirchem, Media Director DACH & Nordics, Unilever
Anne Goodman, Member of Governing Body, The University of Bath


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