Overview

Amazon’s Demand‑Side Platform has replaced its patchwork brand‑safety settings with a single, unified framework that governs both Amazon‑owned placements and third‑party inventory. The change, rolled out in early 2024, gives sellers a clearer way to block unwanted content while still reaching large audiences through programmatic ads.

Key Points

• One‑stop safety profile — A single configuration now applies to every supply source, eliminating the need for separate rules for Amazon sites, curated partners, and open exchanges.
• Toggle‑based exclusions — Simple on/off switches let advertisers block categories such as adult material, graphic violence, hate speech, and controversial news.
• Three‑tier inventory model — Sellers pick from a high‑reach tier with minimal filters, a balanced tier recommended for most brands, or a strict tier that can cut available inventory by 15‑40 %.
• API‑driven control — Brand‑safety parameters can be set or updated via the Amazon DSP API at both the advertiser and individual ad‑group levels.
• Real‑time blocking — Problematic domains can be added to blocklists during a live campaign, with the changes taking effect within minutes.
• Integrated verification — Partnerships with DoubleVerify and Integral Ad Science add pre‑bid scanning, further shielding ads on less predictable third‑party exchanges.

How Unified Brand Safety Controls Work

1. Select an inventory tier — A seller chooses a baseline tier that determines the default level of content filtering for all campaigns.

   • Example: A nutrition‑supplement brand opts for the “strict” tier, automatically excluding any inventory flagged for health‑related misinformation.

2. Activate content‑category toggles — After tier selection, the advertiser turns on specific exclusion switches to block additional topics that conflict with brand guidelines.

   • : A children’s‑toy seller enables the “violent content” toggle, preventing ads from appearing on pages that contain combat or weapon imagery.