“Brand safety” is a growing concern for many advertisers. They want to place their ads next to content that complements their brand and reflects their values and, more importantly, prevent negative associations with their brand by not placing ads next to topics they consider to be sensitive, controversial, or offensive.
How can I see brand safety issues on my site?
The Brand Safety report in your publisher dashboard shows you which pages on your site might be at risk for lower ad spend, due to being flagged by advertisers for having potentially-risky content.
We’re passing along the same third-party information that advertisers have access to — in other words, we’re not flagging your content, just letting you know when advertisers’ filters have done so.
How do I access the Brand Safety report?
In your AdThrive dashboard, click Earnings, then Brand Safety.
What kind of data is available in Brand Safety?
At the top of the page you’ll see widgets displaying your sitewide average RPM, average CPM, and total pageviews for the past two weeks. You can use this information to check how your flagged pages in the table below are performing against your site averages.
Below these widgets, you’ll find a table that contains data pulled from a third-party company that advertisers use to assess content for brand safety risks. Any pages on your site that have been flagged will appear in the table.
The Brand Safety report refreshes every two weeks, but each individual URL may be scraped at any point during the past two-week period. You’ll find that date in the “Date Reported” column, and that way you’ll know if the page has been reassessed since you last made changes.
Here’s a breakdown of the data you’ll find in the table:
- Page URL: the location of the page reported for brand safety issues
- Date Reported: when the page was last reported for brand safety issues
- Reported Category and Level of Risk: which Brand Safety category and level of risk (medium or high) the page was reported for
- Pageviews: how many pageviews the page received over the two-week period prior to the Date Reported
- CPM: how much advertisers paid on average for every 1,000 ad impressions on the page, over the two-week period prior to the Date Reported
- RPM: how much the page earned on average for every 1,000 pageviews, over the two-week period prior to the Date Reported
In addition to sharing the brand safety category a page has been flagged for, the report also shares the “level of risk”, which can be medium or high.
- Medium (shown in yellow) indicates that this post may be at risk for a small impact on ad spend/CPM
- High (shown in red) indicates that this post may be at risk for a significant impact on ad spend/CPM
The table shows up to 50 URLs at first, and you can hit the “See More” button to load additional rows. You can also click the “Export Data” button in the top right to export all of your brand safety data to an excel file.
How can I use the Brand Safety report to improve my content and ad earnings?
The Brand Safety report makes it easy to see which pages on your site may be at risk for lower advertiser spending due to the content on the page — and which category of objectionable content has been reported. This way, you can know which pages you may want to look at more closely.
You can compare the RPM and CPM data for each reported page against your sitewide averages at the top of the report, to help you decide if you want to update those pages.
If you have a drink recipe that has been flagged for alcohol, at a medium risk level, and that page is bringing in a higher RPM than your sitewide average, it’s probably a good decision to leave that page as is.
But if you have a kids activity post that has been reported for violence (maybe you included a phrase like “this is great for killing time”), at a high risk level, and the RPM is under your average, that’s a great candidate for an update!
Do I have to resolve any brand safety flags?
No — it’s entirely up to you!
We didn’t create these algorithms and we're not making any judgments about your content. This report uses a third-party data source to provide the data on brand safety flags, and we want to be able to share this information with you, so you can make informed decisions about how to update and present your content.
Remember to consider the full picture of each page on your site before updating to address brand safety issues. You probably don’t want to remove any terms that are integral to your search engine performance, because the overall revenue from your traffic may outweigh the benefits of changing the term to potentially earn a higher CPM.
The content you publish on your site is always up to you (within the terms of your Service Agreement with AdThrive), but we hope this peek into advertisers’ brand safety concerns is helpful as you consider any unintended consequences of specific word choices or keywords!
Learn more about how brand safety affects RPM here and grab an AdThrive publisher-exclusive list of some potentially problematic words and suggested replacements!