Publicis Media UK Enhances Programmatic Brand Safety Protocols

Publicis Media UK has detailed its enhanced programmatic brand safety protocols designed to help advertisers navigate the complexities of the digital advertising landscape. The measures aim to ensure advertisements are placed in quality inventory and are visible to target audiences.

The updated protocols include the use of independently verified pre-bid solutions, excluded inventory sources, and post-bid firewall solutions. The company also emphasizes the importance of transparency regarding ad placement and contractual requirements for vendors to conduct quality inventory assessments.

Publicis Groupe utilizes a "Publicis Groupe Verified" certification process. This evaluates advertising servers, data providers, and technology partners on brand safety, consumer privacy, and data protection. Verified vendors are categorized into tiers (Tier 1-3) and receive a "Verified" seal.

Furthermore, Publicis Media maintains blacklists and whitelists of advertising environments. While blacklisting filters out identified unsafe sites, the company acknowledges that inappropriate content can appear on otherwise safe domains. Category blocking and negative keywords are employed to mitigate these risks.