Brand Safety on Supernova

Supernova takes practical action to minimise the risk of ad misplacement on behalf of their sponsors. The processes that form the basis of these activities are outlined below.

Technology

Supernova use IAS ad-verification technology across all campaigns to minimise ad misplacement. This technology is used to provide Brand Safety verification and viewability metrics for campaigns, and is included in our quality checks.

We run Media Rating Council (MRC) accredited verification technology on all our pages (vendor partners may change from time-to-time), which uses semantic keyword analysis to classify content into risk buckets based on six brand safety categories: adult, alcohol, drugs, hate speech, illegal downloads, and offensive language. Where clients have requested extra brand safety measures, we will only target their advertising to content that is classified as low risk within these categories.

Sponsor Buyers also have advanced capabilities within their own technology platforms to exclude keywords or content that they do not want their advertising to appear next to.

Human moderation

If a creator produces content that contains breaking news of a tragedy, disaster or terrorist incident, our moderator and commercial teams will review it and, if appropriate, remove all ads adjacent to this content.

In some cases where the content is of a sensitive nature, our moderator team will mark the post as sensitive, and our operations team can remove specific advertising from this content at the request of the advertiser.

Our moderator team tag all content with relevant keywords, which enables our operations team to exclude certain keywords from advertisers’ campaigns on request. Supernova identify, flag and remove fraudulent user accounts as part of the Moderator team process.

Community

We have a strong community and a reporting process whereby our community have a right to flag content deemed inappropriate. This immediately gets flagged to our Moderation team for review.