Brand safety and suitability
Your brand, in places that suit it.
Brand safety and brand suitability are built into how C Wire plans and buys. Your rules shape the personas, every page and video is vectorised before we bid, and nothing is bought blind.
Your campaign appears beside content that suits your brand and the person reading it.
Two layers, both applied
Brand safety
Content that no brand should appear next to. This baseline applies to every campaign we run.
Brand suitability
What fits your brand in particular: the topics, tones and environments you want to be seen in, and the ones you want to leave out. It is set per brand and applied per campaign.
Your rules, from the start
BrandDNA records where your brand belongs: the environments that suit it, the topics it stays away from and any regulated categories it works in. You can upload your brand guidelines, correct anything we inferred, and see every rule we work from before a campaign starts.
Built into every persona
Your suitability rules apply to every persona MatchPersona builds, whether it describes a lifestyle, a life stage or an intent. The personas are matched only to content that fits those rules, so safety and suitability are part of the plan from the first step.
Read and vectorised before every bid
Every page and video is read and vectorised before we bid on it, so each decision is based on what the content is actually about. We only buy content we have read. Nothing is bought blind.
Trusted supply
Trusted Web
Over 500 trusted publishers, each profiled and measured and screened against published inclusion criteria. Removals are dated and the standard is public.
What is the Trusted Web?YouTube
MatchPersona matches your personas to channels and videos with brand safety and suitability built in from the start.
MatchPersona for YouTube
You see what we work from
You review the personas and the rules behind them before anything runs, and reporting shows delivery by persona and by placement, against the metric agreed with you.
Questions
Brand safety and suitability questions
What is the difference between brand safety and brand suitability?
Brand safety covers content that is unsuitable for any brand. Brand suitability is specific to you: the topics, tones and environments that fit your brand. C Wire applies both to every campaign.
How do I set my suitability rules?
They are part of your BrandDNA. We infer them from your website and guidelines, you correct or add to them, and they apply to every campaign and every persona.
Does this also apply on YouTube?
Yes. MatchPersona for YouTube matches personas to channels and videos with the same brand safety and suitability rules built in.
What does "Nothing is bought blind" mean?
Every page and video is read and vectorised before we bid on it. We only buy content we have read and matched to your personas.
Does C Wire use personal data for this?
C Wire works from the content of pages and videos. The decision is based on what people are reading and watching, with no user identifiers involved.
Can I review what my campaign ran on?
Yes. Reporting shows delivery by persona and by placement, so you can see where your campaign appeared.
Next step
Plan your next campaign with us.
A brand, an objective, a market. We build the personas and come back with a campaign proposal.