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</div> </div> </div> </div> </div> </section> </div> <style>.bg-color-post {background-color: #0d5699;}.bg-color-success-story {background-color: #081e56;}.bg-color-whitepaper {background-color: #3da4c6;}.bg-color-job {background-color: #02644a;}.bg-color-e-dialog-event {background-color: #61ae79;}.bg-color-pressrelease {background-color: #081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/at/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Programmatic Display, Video & Everything</span> <span class="arrow">></span> <span class="child">Auf Nummer sicher - Brand Safety in DV360</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/photo-1501350699650-d91239ccae6e.jpg" class="mwd-blogPost flex header rocket-lazyload" style=""><div class="container"><h1>Auf Nummer sicher - Brand Safety in DV360</h1><p class="author">von Lisa Weichselbaum</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">04. September 2019</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Werbung in einem sicheren Markenumfeld ist eine Grundvoraussetzung für viele Marketer. Das Thema Brand Safety bereitet aber so manchem Advertiser schlaflose Nächte. Zum Glück bietet DV360 zahlreiche Möglichkeiten, um durch Targeting ein markensicheres Umfeld zu gewährleisten. In diesem Artikel stellen wir die Wichtigsten vor. </p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Programmatic Display, Video & Everything</div><p><p>Wir bringen Ihre programmatischen Kampagnen auf das nächste Level. Unsere Consultants unterstützen mit Konzepten, Consulting und auch managed Service. </p> </p><a href="/bessere-kampagnen/#programmatic-display-video-everything" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="27265" class="elementor elementor-27265" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-6f899b96 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6f899b96" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7afb1f24" data-id="7afb1f24" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7267d111 elementor-widget elementor-widget-text-editor" data-id="7267d111" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 05-08-2024 */ .elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}</style> <p>Brand Safety hat in den letzten Jahren massiv an Bedeutung gewonnen – Spätestens seit der Thematik rund um Breitbart kommt man nicht um das Thema herum. Aber keine Panik – DV360 bietet zahlreiche Möglichkeiten, um ein sicheres Markenumfeld zu gewährleisten.</p><p>Aber ist es so einfach zwischen “gutem” und “bösem” Inventar zu unterscheiden? Die Antwort lautet Jein – es gibt ein paar Rubriken, in denen sich die wenigsten Werbetreibenden freuen, aufzuscheinen. Andere Themen sind stark produktabhängig – für Babyzubehör würde man vermutlich nicht auf einem Online-Weinguide erscheinen wollen, mit einer Werbung für ein Gourmet-Restaurant schon eher. In diesem Beitrag wollen wir die Möglichkeiten von DV360 aufzeigen, mit denen man eine markensichere Ausspielung garantieren kann.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-c02207a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c02207a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3f619bd" data-id="3f619bd" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9a450cc elementor-widget elementor-widget-heading" data-id="9a450cc" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 05-08-2024 */ .elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}</style><h2 class="elementor-heading-title elementor-size-default">Möglichkeit #1</h2> </div> </div> <div class="elementor-element elementor-element-7c7bf81 elementor-widget elementor-widget-text-editor" data-id="7c7bf81" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Die erste Möglichkeit</strong>, um Markensicherheit zu gewährleisten, ist das Targeting nach Digital Content Labels. Diese beschreiben die unterschiedlichen Klassifizierungen von Apps und Webseiten. Jede Seite wird so von Google eingestuft und zugeordnet. Grundlage sind vielfältige Aspekte einer Website bezüglich vorkommenden Keywords, Qualität, Nutzererfahrung, Content und Aufbau. Diese werden monatlich aktualisiert.</p><p><strong>Folgende Kategorien gibt es:</strong></p><ul><li>DL-G: für alle Nutzer geeignet</li><li>DL-PG: für die meisten Zielgruppen geeignete Inhalte; die Anwesenheit eines Erwachsenen wird empfohlen.</li><li>DL-T: für Jugendliche und ältere Zuschauer geeignete Inhalte</li><li>DL-MA: nur für Erwachsene geeignete Inhalte</li><li>Not yet labeled: noch keinem Label zugewiesen (bei sehr neuen Webseiten oder intransparenten Inventar)</li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-914e25b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="914e25b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-311579f" data-id="311579f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3593572 elementor-widget elementor-widget-heading" data-id="3593572" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Möglichkeit #2</h2> </div> </div> <div class="elementor-element elementor-element-05eb6c0 elementor-widget elementor-widget-text-editor" data-id="05eb6c0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Die zweite Möglichkeit</strong> ist, das Inventar auf Grundlage sensibler Kategorien zu filtern. Hierzu verwendet Google ebenfalls seine Technologie, um Seiten zu filtern.</p><p><strong>Folgende sensible Kategorien lassen sich so ausschließen:</strong></p><ul><li>Adult: Nicht jugendfreie Inhalte</li><li>Derogatory: Inhalte, die auf Basis von Kriterien wie ethnische Zugehörigkeit, Religion, Behinderung, Geschlecht, Alter, sexuelle Ausrichtung, geschlechtliche Identität oder politische Ausrichtung als voreingenommen und abwertend interpretiert werden können. </li><li>Downloads & sharing: Inhalte in Bezug auf Downloads oder File-sharing</li><li>Weapons: Inhalte, die sich mit Schusswaffen oder anderen Waffen auseinandersetzen</li><li>Gambling: Wetten und Glücksspiel (auch wie beispielsweise Online Casinos)</li><li>Suggestive: anzügliche Inhalte, der nicht explizit pornografisch ist (Seitenlabel DL-MA)</li><li>Violence: Inhalte, die als gewalttätig oder schockierend eingestuft werden können. Dazu zählen etwa Videos von Schlägereien sowie explizite Beschreibungen von Gewaltverbrechen</li><li>Profanity: Schimpfwörter oder sexuelle Ausdrücke</li><li>Drugs: legale sowie illegale Drogen, Anbau und Herstellung dieser</li><li>Alcohol: Inhalte zu alkoholischen Getränken, sowie Rezepte</li><li>Tobacco: Rauchwaren aller Art </li><li>Politics: politische Inhalte, Diskussionen (Achtung – hier können auch News-Seiten betroffen sein)</li><li>Religion: religiöse Themen oder Überzeugungen</li><li>Tragedy: Inhalte mit Bezug auf Tod, Katastrophen, Krieg oder ähnliches</li><li>Transportation accidents: Autounfälle, Flugzeugabstürze oder ähnlich schwere Unfälle</li><li>Sensitive social Issues: polarisierende und kontroverse Themen, wo es stark differenzierte Ansichten gibt. Beispiele können hier Einwanderungsthemen oder Abtreibung sein (diese Themen können nach Ländern und Märkten differenzieren) </li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-a95d1d2 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a95d1d2" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-faa94e0" data-id="faa94e0" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-130f55e elementor-widget elementor-widget-text-editor" data-id="130f55e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wem die Kontrolle durch Google selbst zu wenig ist, der kann auf <strong>3rd Party Provider</strong> zurückgreifen. Hier sind Integral Ad Science, DoubleVerify und Adloox fix in DV360 integriert und können per Klick einfach der Kampagne hinzugefügt werden – Kosten beschränken sich hier auf einen kleinen TKP Aufschlag.<br />Unkompliziert lassen sich auch andere Anbieter wie Meetrics, Batch, CHEQ.AI oder viele andere anbinden. So lässt sich die Brand Safety zusätzlich noch mit dem präferierten Partner sicher stellen.</p><p>Darüber hinaus gibt es noch andere Möglichkeiten, die Markensicherheit in der programmatischen Aussteuerung zu wahren. Eine klassische Variante ist hier der Einsatz von <strong>Black- und Whitelists.</strong> Hier lassen sich absolute No-Gos von URLs gut ausschließen.</p><ul><li>Whitelists: Liste mit Webseiten, auf denen ausschließlich ausgespielt werden darf</li><li>Blacklists: Liste mit Webseiten, auf denen auf keinen Fall ausgespielt werden darf</li></ul><p>Weiters lässt sich Inventar auch gut mit <strong>negativem Category Targeting</strong> beschränken. Wem der allgemeine Ausschluss von “Politics” zu ungenau ist, kann mit einem gezielten Ausschluss der Kategorie “Right-Wing Politcs” oder “Left-Wing Politics” weiter differenzieren.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-acf223e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="acf223e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bc4af62" data-id="bc4af62" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-6bdaf35 elementor-widget elementor-widget-text-editor" data-id="6bdaf35" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Auch negatives <strong>Keyword Targeting</strong> kann als Filter verwendet werden. So können beispielsweise Reiseveranstalter sicherstellen, dass man zwar auf News-Seiten ausgespielt wird, nicht aber im Kontext von “Flugzeugabsturz” oder “Terroranschlag”.</p><p>Manche Advertiser arbeiten auch gern verstärkt auf <a href="https://e-dialog.group/blog/display/rtb-deal-nomenklatur/">private Deals</a> – hier kann die Ausspielung der Umfelder im Vorhinein schon gut abgegrenzt werden. </p><p>Über jegliche Brand Safety Einstellungen Überblick zu bewahren, mag gerade bei komplexen Kampagnenstrukturen eine Herausforderung sein. Eine ideale Übersicht und Kontrollfunktion über alle Maßnahmen lässt sich im <strong>Brand Quality Dashboard</strong> finden. Mit diesem DV360 Feature lässt sich direktes Monitoring betreiben und schnell weitere Optimierungspotenziale entdecken.</p> </div> </div> <div class="elementor-element elementor-element-596dbfe elementor-widget elementor-widget-image" data-id="596dbfe" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="588" height="318" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20588%20318'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23867" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/artikellia.png 588w, https://e-dialog.group/wp-content/uploads/2022/02/artikellia-300x162.png 300w" data-lazy-sizes="(max-width: 588px) 100vw, 588px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/artikellia.png" /><noscript><img fetchpriority="high" decoding="async" width="588" height="318" src="https://e-dialog.group/wp-content/uploads/2022/02/artikellia.png" class="attachment-large size-large wp-image-23867" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/artikellia.png 588w, https://e-dialog.group/wp-content/uploads/2022/02/artikellia-300x162.png 300w" sizes="(max-width: 588px) 100vw, 588px" /></noscript> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-a4b0fcb elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a4b0fcb" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ef0531e" data-id="ef0531e" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9250afb elementor-widget elementor-widget-heading" data-id="9250afb" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit</h2> </div> </div> <div class="elementor-element elementor-element-64230a3 elementor-widget elementor-widget-text-editor" data-id="64230a3" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Zusammenfassend ist festzuhalten, dass Brand Safety Einstellungen einen hohen Stellenwert bei der Qualitätssicherung von Online-Ads gewonnen haben.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-16ef79c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="16ef79c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-73a13ad" data-id="73a13ad" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-96a88be elementor-widget elementor-widget-heading" data-id="96a88be" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Haben Sie dazu Fragen? Lassen Sie sich gerne von unseren DV360-Brand Safety Experten beraten! <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a> </h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/at/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div id="wobbleCTA"></div></div> <div class="mwd-blogPost flex more-topics space-top space-bottom"> <div class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-60455 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" href="https://e-dialog.group/at/blog/programmatic-display-video-everything/supply-path-optimierung-mit-nachhaltigem-inventar-von-openx/"> <div class="c-post-types__entry-thumbnail"> <img width="768" height="434" 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