5 September 2023
Last modified: 14 March, 2022
Brand suitability is a tool used to determine if the content in which an ad appears is an appropriate fit for the brand that is advertising. If an ad appears in front of the wrong audience, on an unrelated site, or adjacent to a competitor’s ad or inappropriate content, it could have a negative impact on the brand’s image. Marketers optimise brand suitability by setting parameters on their adtech platforms, using inclusion/exclusion lists, and employing third-party audience measurement/targeting tools.