How programmatic brand safety tools strengthen ad performance

For global brands, ad placement can be just as important as who sees the ads. Reaching the right audience is valuable when campaigns run in environments that reflect a brand’s standards for quality, visibility, and brand safety. 

For Solène Beaufils, programmatic manager at Disney in France, Inventory Controls play a critical role in maintaining that balance. Targeting both families and adults across campaigns, her team needs confidence that every media impression appears in a premium media environment aligned with Disney’s brand values. 

The Inventory Controls (Inv) feature within the Kokai platform helps make that possible. By filtering inventory for brand safety, viewability, and contextual alignment, Beaufils and her team can ensure campaigns prioritize high-quality environments where ads are more likely to be seen, remembered, and engaged with. 

That control starts with eliminating environments that don’t meet campaign standards. By excluding unsuitable sites, formats, or content categories up front, Beaufils’ team can focus on investment in inventory that can deliver both strong audience experience and performance. 

Once campaigns are live, daily monitoring through visual insights that surface on the platform can help teams review pacing, assess KPIs, and identify optimization opportunities. From there, they can refine the campaign setup by removing underperforming formats, sites, or placements to keep performance on track. The platform’s visual insights and recommendations can help make these decisions easier, giving traders a clearer view of how inventory choices influence results. 

How to put Inventory Controls into practice

Inventory Controls give traders the tools to maintain both brand integrity and campaign performance. Here are a few ways to apply them effectively: 

• Filter for quality up front: Use Inventory Controls to exclude environments that don’t align with your brand’s standards for ad quality, visibility, and brand safety. 

• Monitor campaign health daily: Review visualization charts to track pacing, KPIs, and performance signals so you can quickly identify optimization opportunities. 

• Refine inventory as you go: Remove underperforming sites, formats, or placements to help ensure your campaigns continue running in higher-quality environments. 

With the right inventory strategy in place, campaigns can deliver strong brand alignment and stronger outcomes across the open internet. 

Want to learn more about how Inventory Controls can strengthen your campaigns? Reach out to your representative at The Trade Desk to explore this Kokai feature. 

This information is provided solely for background and is not a representation or guarantee of any future performance.