Basis Releases: 01/06/21
DoubleVerify - New Taxonomy
In September 2018, the 4A’s Advertiser Protection Bureau (APB) released a Brand
Safety Floor and a Brand Suitability Framework to approach brand safety and suitability based on risk levels.
Starting this year, DoubleVeify is introducing a brand safety system based on risk, that balances precision and scale. DoubleVerify’s Brand Suitability Tiers provide the right level of protection across media buys, catering to individual client needs, and sensitivities. The new taxonomy breaks down 13 segments into three levels of risk: High, Medium, and Low.
Tobacco & eCigarettes
Hate Speech & Cyberbullying
Adult & Sexual
Example of Tiered Segment:
'Safe from Vehicle Disasters - High Risk' will avoid High-Risk content only
'Safe from Vehicle Disasters - High & Medium Risk' will avoid High & Medium Risk content
'Safe from Vehicle Disasters - High, Medium & Low Risk' will avoid all three types of content
Basis will now present this options in the tactic editor for you to align your ads with the content you desire most.