WHILE is fully committed to providing a brand-safe marketplace for customers, partners and stakeholders. Therefore, it has implemented tools to ensure that a brand ‘s advertising does not appear in a context that may be inappropriate or negative for the brand and thus, ensure safety and quality across the WHILE inventory while delivering campaigns.

How do we promote Brand Safety?

WHILE will apply reasonable endeavors to significantly reduce the risk of the misplacement of advertising on digital media, thereby upholding Brand Safety and protecting the integrity of digital advertising.

As a result, the measures implemented are outlined below:

• Filters: WHILE implements in all the campaigns whether programmatic or not different filters to avoid content identified as high-risk based on standard Brand Safety categories: these categories include, but are not limited to:
  • Sexual
  • Derogatory
  • Downloads & sharing
  • Weapons
  • Gambling
  • Violence
  • Suggestive
  • Profanity
  • Alcohol
  • Drugs
  • Tobacco
  • Politics
  • Religion
  • Tragedy
  • Transportation accidents
  • Shocking
  • Sensitive social issues

WHILE does not permit self-serve sign up and each new publisher is validated against our brand safety guidelines.

Block list/Allow list: WHILE maintains a block list and allow list of publishers that are updated on a regular basis. Thus, WHILE will block all the URLs categorized by WHILE as unsafe that have been previously blocklisted to prevent third advertising content from being served on those URLs except in the open marketplace in the programmatic ecosystem.

• Block list/Allow list: WHILE maintains a block list and allow list of publishers that are updated on a regular basis. Thus, WHILE will block all the URLs categorized by WHILE as unsafe that have been previously blocklisted to prevent third advertising content from being served on those URLs except in the open marketplace in the programmatic ecosystem.

When a buyer provides their own whitelist, it is cross-matched between WHILE’s list. Furthermore, prior to any client request, WHILE can block specific content and territories.

Context targeting / ad placement targeting: Buyers can buy against specific contexts that fit their audience, and exclude any contexts that do not fit their requirements. WHILE has set a wide range of parameters to help buyers achieve the target that suits them. These include: ◦ Publisher verticals ◦ Context categories and subcategories (IAB) ◦ Custom categories based on key words ◦ Device & placement selectionBlock controls: WHILE has developed and implemented an engine to permit WHILE to set up some blocking rules, based in all IAB categories and/or domains, sizes, conexions per publishers, geolocalization or any other publisher requirement.

• Context targeting / ad placement targeting: Buyers can buy against specific contexts that fit their audience, and exclude any contexts that do not fit their requirements. WHILE has set a wide range of parameters to help buyers achieve the target that suits them. These include:
  • Publisher verticals
  • Context categories and subcategories (IAB)
  • Custom categories based on key words
  • Device & placement selection
• Block controls: WHILE has developed and implemented an engine to permit WHILE to set up some blocking rules, based in all IAB categories and/or domains, sizes, conexions per publishers, geolocalization or any other publisher requirement.

Third Party Verification

WHILE uses third party verification services, such as IAS, DoubleVerify and MOAT,for campaign measurement. These partners measure and report on invalid traffic and brand safety.

This ensures for those clients whose priority is Brand Safety that an external partner confirms the excellence of our inventory.