Brand Safety Policy

Last Updated : July 30, 2024

At Azira, we are steadfast in our commitment to ensuring the highest standards of brand safety for our clients. This commitment is built on two main layers of protection: collaboration with trusted supply partners and the use of advanced brand safety technologies like Oracle MOAT. Below, we delve deeper into each aspect of our brand safety strategy, providing a comprehensive overview of our policies and procedures.

Layer 1: Collaboration with Trusted Supply Partners

Supply Partner Selection

Our journey towards ensuring brand safety begins with the careful selection of our supply partners. We collaborate exclusively with supply partners who have a proven track record of maintaining high standards of brand safety. All of our primary partners exemplify our rigorous selection criteria through their robust safety protocols.

InMobi

• Trust and Safety Commitment: Our data partners are dedicated to ensuring a brand-safe environment. Their stringent measures include advanced content filtering technologies and manual reviews to ensure the inventory they supply meets our high standards. For more detailed information on our partners’ brand safety protocols, please visit their Trust and Safety page.

Magnite

• Partnership with NewsGuard: Magnite has partnered with NewsGuard to enhance their brand safety measures. This collaboration ensures that the inventory is free from harmful content, providing an additional layer of assurance to our clients. More details on Magnite’s efforts can be found in their press release.

Active Monitoring and Enforcement

Our supply partners do not merely set high standards; they actively monitor their inventory to ensure compliance with these standards. They employ a combination of advanced technologies and manual oversight to detect and prevent the distribution of unsafe content. This continuous monitoring process helps to maintain a brand-safe environment and ensures that any potential issues are addressed swiftly and effectively.

Layer 2: Utilizing Oracle MOAT for Enhanced Brand Safety

Oracle MOAT Integration

The second layer of our brand safety strategy involves the use of Oracle MOAT, an ad measurement and marketing analytics suite designed to help advertisers, publishers, and platforms measure media performance across digital and TV advertising campaigns. Our contract with Oracle MOAT enables us to monitor brand safety data for all ad impressions served through our DSP, Engage.

Oracle MOAT

• Comprehensive Ad Measurement and Analytics: Oracle MOAT provides us with the tools necessary to measure and ensure brand safety across all our advertising efforts. Their platform allows us to track various metrics related to ad performance and safety, ensuring that our clients’ ads are served in secure and appropriate environments. For more information about Oracle MOAT’s brand safety measures, please visit their Brand Safety page.

Monitoring Brand Safety Metrics

We actively monitor brand safety metrics provided by Oracle MOAT to ensure that all ad impressions are free from harmful content. This includes measuring invalid traffic (IVT) and other key indicators of brand safety. By continuously tracking these metrics, we can promptly address any potential issues and maintain a secure advertising environment.

Ad Fraud Detection

In addition to brand safety, Oracle MOAT helps us detect and prevent ad fraud. Our integration with Oracle MOAT includes tools for identifying and mitigating fraudulent activities, ensuring that our clients’ advertising budgets are used effectively and efficiently.

Comprehensive Brand Safety Protocols

Content Filtering and Classification

To ensure that ads are placed in brand-safe environments, we employ sophisticated content filtering and classification technologies. These technologies analyze the content of web pages and mobile apps where ads might be displayed, ensuring that they do not contain harmful or inappropriate material. This proactive approach helps to prevent ads from appearing alongside content that could damage a brand’s reputation.

Whitelisting and Blacklisting

We maintain rigorous whitelisting and blacklisting practices to control where ads are served. Whitelisting involves creating a list of approved websites and apps that meet our brand safety criteria. Conversely, blacklisting involves identifying and excluding websites and apps that do not meet our standards. This dual approach allows us to ensure that ads are only served in environments that align with our clients’ brand values.

Real-Time Bidding (RTB) Controls

In the dynamic world of real-time bidding (RTB), ensuring brand safety requires precise controls. We implement RTB controls that allow us to evaluate the safety of each ad placement in real-time. This includes assessing the context of the webpage or app and ensuring it meets our brand safety criteria before an ad is served. These controls help us maintain a high level of brand safety even in the fast-paced environment of programmatic advertising.

Commitment to Continuous Improvement

Regular Audits and Reviews

Brand safety is an ongoing commitment that requires continuous evaluation and improvement. We conduct regular audits of our brand safety measures to ensure their effectiveness. These audits involve reviewing our supply partners’ protocols, analyzing Oracle MOAT metrics, and assessing the overall safety of our advertising environment. Any identified gaps or areas for improvement are promptly addressed.

Industry Collaboration and Best Practices

We actively participate in industry forums and collaborate with other stakeholders to stay abreast of the latest developments in brand safety. This includes engaging with industry organizations, attending conferences, and participating in working groups focused on improving brand safety standards. By staying connected with the broader industry, we ensure that our brand safety practices reflect the latest best practices and innovations.

Training and Education

Ensuring brand safety requires a knowledgeable and vigilant team. We provide ongoing training and education to our team members to ensure they are well-versed in the latest brand safety practices. This includes understanding the tools and technologies we use, staying informed about industry trends, and learning how to identify and mitigate potential risks.

Client Communication and Transparency

Open Lines of Communication

Transparency with our clients is a cornerstone of our brand safety policy. We maintain open lines of communication with our clients, providing them with regular updates on brand safety measures and any relevant developments. This transparency helps build trust and ensures that our clients are confident in the safety of their advertising campaigns.

Detailed Reporting

We provide our clients with detailed reports on brand safety metrics, including insights from Oracle MOAT. These reports help our clients understand the measures we are taking to protect their brand and provide transparency into the performance and safety of their advertising campaigns.

Responsive Support

Our commitment to client satisfaction extends to providing responsive support for any brand safety concerns. We have a dedicated team that addresses client inquiries and resolves any issues related to brand safety promptly and effectively. This ensures that our clients have the support they need to feel confident in the safety of their advertising efforts.

Commitment to Ethical Advertising

Upholding High Ethical Standards

At Azira, we are committed to upholding high ethical standards in all our advertising practices. This includes ensuring that our ads do not appear alongside content that is harmful, offensive, or inappropriate. We believe that ethical advertising is essential for maintaining the trust and integrity of our clients’ brands.

Responsible Data Usage

In addition to ensuring brand safety, we are committed to responsible data usage. This includes adhering to all relevant data protection regulations and ensuring that our data practices are transparent and ethical.  This includes removing sensitive data locations (e.g. medical facilities, religious organizations) from our feed to ensure that bad actors cannot misuse user data.  By safeguarding user data and ensuring its responsible use, we further enhance the trust and safety of our advertising environment.

Future Directions in Brand Safety

Embracing New Technologies

As the digital advertising landscape continues to evolve, we are committed to embracing new technologies that enhance brand safety. This includes exploring advancements in artificial intelligence and machine learning that can improve our ability to detect and prevent unsafe content.

Expanding Partnerships

We are always looking to expand our network of trusted supply partners to ensure we have access to the highest quality inventory. By building relationships with more partners who share our commitment to brand safety, we can continue to provide a secure advertising environment for our clients.

Conclusion

Azira’s commitment to brand safety is unwavering. By collaborating with trusted supply partners and leveraging advanced technologies like Oracle MOAT, we ensure that our clients’ brands are protected in the digital advertising space. Our comprehensive approach, combined with continuous monitoring and proactive measures, helps us maintain a secure and trustworthy environment for all our advertising efforts.

We believe that brand safety is not just a priority, but a fundamental aspect of responsible advertising. Through meticulous selection of supply partners, rigorous monitoring, and continuous improvement, we strive to uphold the highest standards of brand safety. Our dedication to transparency, ethical practices, and client satisfaction reinforces our commitment to providing a brand-safe environment.

For further information or any inquiries about our brand safety policy, please feel free to contact us. We are dedicated to providing the highest level of service and ensuring that your brand remains safe and secure.