How TVadSync and an Agency Partner Consistently Fulfil Outstanding Brand Safety Metrics for Entertainment Client

Introduction

With over a decade of experience delivering media for clients globally, TVadSync has developed a deep understanding of the evolving priorities across different industries especially as they relate to brand integrity and risk management.

In today’s digital ecosystem, brand safety and ad fraud have become critical concerns, with industry reports showing a steady rise in Ad Fraud rates and a 30–40% increase in Brand Suitability violations across Open Web environments in the past three years. Ensuring a brand appears in the right context is no longer optional; it’s now a standard checkpoint in every advertiser’s campaign strategy.

For entertainment brands in particular, the stakes are even higher. The content they promote often touches on sensitive themes or real-world events, and misplacement alongside controversial or inappropriate content can damage both the campaign and the brand.

This case study highlights how TVadSync has partnered with one of our entertainment clients to support brand safety excellence for major entertainment titles over a number of campaigns, while still delivering campaigns in full on Open Web.

Objective

In collaboration with our client, the focus was to uphold brand safety performance when serving ads across the Open Web for all their campaigns. Many of these campaigns were high-profile, culturally sensitive programs that demanded strict compliance with a Brand Safety benchmark of 97% while maintaining campaign scale and reach. 

Challenges

• Open Web campaigns present inherent variability in inventory quality.
• There are thousands of publishers and programmatic placements for which brand safety needs to be ensured.
• Content risks such as misinformation, hate speech, and unsafe news adjacency are constantly evolving and need to be navigated carefully.
• Maintaining a campaign without compromising safety parameters.
• Specific tactics need close monitoring if there is a very large impression volume served in a short space of time. A specific example is a Premiere Roadblock that aims to drive viewership in the hour before the program starts. A Current Viewers tactic also faces similar challenges as it heavily retargets after the premiere to drive viewership for the next episodes or reruns. 

Strategy & Execution

 TVadSync implemented a layered brand safety approach that combined:

• Pre-bid Brand Safety Filters via integrated tools such as IAS Brand Safety and DoubleVerify, and to prevent exposure to flagged content.
• Custom Blocklists & Allowlists tailored to the client’s unique sensitivities and industry concerns.
• Real-Time Monitoring through DSP dashboards and DoubleVerify third-party verification platforms.
• Daily QA Checks and automated alerts to flag anomalies or threshold breaches instantly.
• Collaborative Setup with planning, creative, and client-side teams to ensure third-party interface controls and daily transparency.
• Campaign Reach Maintained, achieving 100% of planned impressions with zero compromises on safety or performance by ensuring daily compliance.

Results

Conclusion

This campaign series reinforces that strong Brand Safety isn’t just a tech solution, it’s the result of thoughtful planning, daily vigilance, and cross-functional teamwork.

TVadSync’s experience managing campaigns across international markets gave us the foundation to understand nuanced brand needs particularly for high visibility entertainment content. In a digital landscape where brand safety violations are increasing and consumer trust is fragile, this partnership demonstrated that scale, performance, and brand protection can successfully coexist when the right systems and people are in place.

If you’re interested in learning more about how TVadSync can achieve similar results for your brand or clients, please reach out to us at [email protected]