Brand safety isn’t one size fits all and what feels right for one brand may not work for another. That’s why we build flexibility into our software and services, so advertisers can customize the level of protection that fits their unique standards and values. We typically approach this topic in two parts:

  1. What Basis provides at the platform level, automatically and at no extra cost.
  2. What additional controls advertisers can choose to apply, for added peace of mind.

Let’s dive in:

Basis Table Stakes: We’re committed to delivering high-quality inventory by default. Basis leverages both our in-house RTB Operations team and trusted third-party partners to ensure every campaign runs on clean, credible supply. Below is a deeper look:

  • Real Time Bidding (RTB) Operations Team
    • IAB/ABC Spiders & Bots User Agent List
    • TAG Datacenter IP List
    • Crawling of ads.txt files and analysis of data
    • Outlier detection based on DSP delivery data
    • Proprietary data sets for ongoing monitoring
    • Automated Supply Chain Filtering: By default, Basis applies quality filters, including Jounce Media’s MFA blocklist, to ensure campaigns bid on high-quality inventory.

      • Basis will not bid on inventory if:

        • Sellers are declared as confidential
        • Sellers are missing from sellers. Json files
        • The supply chain exceeds two hops to the publisher (Only one intermediary between the exchange and the publisher is permitted).
        • Any seller in the chain is not authorized by the publisher (via ads.txt) to represent their inventory
    • Additionally, Basis Technologies is a certified member of the Trustworthy Accountability Group (TAG), an advertising industry organization focused on eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency.
  • 3rd Party Tech Partners
    • Pixalate – Identifies IP addresses and device IDS observed to generate fraud as well as high-risk mobile apps.

Additional Brand Safety Measures: Some advertisers need additional safety parameters in place to ensure that their messaging is only running alongside inventory that aligns with their brand.

    • Additional Cost Options:
      • Third-party brand safety segments from ComScore, Grapeshot and Peer39
      • The ability to exclude sensitive content such as adult, alcohol, and guns
      • Removal of made-for-advertising (MFA) websites
      • Removal of Bot or Fraudulent Traffic
    • No Cost Option:
      • Pre-determined blocklists which allow for the exclusion of sites from a campaign

Use the above the next time brand safety comes up in a sales call – specifics can always help ease concerns and secure the deal. For a one sheet on brand safety, please see One Sheet _ Basis _ Brand Safety!

Please reach out if you would like to discuss further!