Google Unveils Automated Brand Safety Tool to Create 'Dynamic Exclusion Lists'

Aim is to streamline the manual processes of campaign management

The term brand safety has come to the fore of the lexicon for advertisers and marketers during the past 12 months amid a news cycle driven by Covid-19, social justice and a hotly debated U.S. election campaign.

Top line

Today, Google unveiled a new feature in its suite of brand safety tools that enable resource-strapped media buying teams to create “dynamic exclusion lists” that can be updated seamlessly and continuously over time. 

Between the lines

These lists can be created by campaign management teams themselves or a trusted third party, such as DoubleVerify or Integral Ad Science.

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