Content Verification (CV) testing

Be reassured about Brand Safety with a Certified CV Tool

If a brand appears alongside offensive or inappropriate content, it can cause untold damage to their reputation.

There are a myriad of tools that claim to increase and enable brand safety and brand suitability. But brands need to trust that the technology they use is capable of reducing the risk of ad-misplacement. That’s where our independent Content Verification (CV) testing to the TAG Brand Safety Guidelines comes in.

What is CV Technology?

Content verification technology is used to recognise and categorise the content of an individual webpage.

Publishers use CV technology to categorise the content of their webpages so they can better package their inventory, while advertisers use it as an independent verification tool to check that brand safety requirements are being met by their media partners (e.g. not serving ads outside of exclusion or inclusion lists). In addition to verification, these technologies are able to assess the brand safety risk of content on a webpage, allowing advertisers to manage which environments their brand messaging appears in. 

What does our CV testing entail?

Our CV testing is conducted in a walled garden, meaning that each tool goes through exactly the same testing algorithms within a controlled environment. This consistency means that our testing programme has a clear process and the results are comparable.

We independently check the CV tools performance in a range of scenarios; this technical process assures the user that the tool is performing as expected in relation to TAG’s Brand Safety Guidelines. TAG then certify the tools based on our independent technical testing.

TAG Certified CV tools are:

  • Demonstrating accountability
  • Providing confidence in the data they produce
  • Raising trust and transparency
  • Supporting industry standards

Verification Provider Tick

What’s the difference between brand safety and brand suitability?

Brand suitability is about choosing appropriate inventory according to a brand's own unique requirements. It therefore differs from brand to brand.

Brand safety is not specific to any one brand. It’s about stopping ads being served alongside harmful or inappropriate content which would be damaging for any brand.


Jo ReidLet's connect

Get in touch with Jo Reid, Senior Account Manager, to find out about our work in brand safety:

This email address is being protected from spambots. You need JavaScript enabled to view it. 01442 200839

ABC tested CV Tools

These CV tools are capable of classifying, reporting and/or blocking the serving of advertising on media properties which contain content deemed (in)appropriate by advertisers as specified by TAG:



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    Product owner statements
Adloox’s advanced brand safety and content verification solution safeguards the brand by ensuring your ads don’t end up alongside inappropriate content or appear in unsavory environments.

Our proprietary algorithm analyses multiple elements in real-time to determine the page content and context. If deemed potentially damaging, our premium firewall blocks your ads from appearing and our unique additional level of human verification reduces risk even further.

By offering unrivalled transparent and granular data, Adloox empowers and enables its clients to optimise their spend efficiency and maximise the value of their digital media investments.
AdSquirrel, an A.I Brand Safety & Contextual Targeting tool, uses sophisticated models to analyze article content and images in real-time, returning 5 different results in the context of Brand Safety, Topic Classification, Keyword Targeting, Named Entity Recognition, and Sentiment Analysis.

AdSquirrel uses Machine and Deep Learning algorithms run in Google Cloud to facilitate the scaling of the process achieving low latency predictions (under 50ms) and utilizes the AdManager connection for easy targeting and reporting while also allowing manual intervention through keyword blocklists.

All this information is illustrated in a modern design Dashboard which provides statistics, graphs, and useful insights for the end user.
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people in safe and suitable environments, activating contextual targeting, and driving supply path optimization.

We aim to be the global benchmark for trust and transparency in digital media quality for leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight.

Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.
Mantis is a brand safety and contextual product powered by IBM Watson Natural Language Understanding.

Mantis is happy to announce the completion of its 2023 TAG Certification Audit.

As a brand safety provider, Mantis understands the need for transparency and accountability in the space, and the audit demonstrates that Mantis' methodology has been rigorously tested.


"We’re pleased to provide independent assurance that these tools are capable of providing services in support of TAG’s Brand Safety Certified Guidelines. Their decision to undertake independent verification demonstrates their commitment to transparency and accountability, both of which are valued attributes in today’s digital supply chain"
Simon Redlich, CEO, ABC.
Media Audits

ABC releases data for the UK media industry to use when trading advertising. Our audits can cover your whole brand.

Third Party Auditing

ABC are a leading industry-owned auditor for media products and services, with specialist skills in digital ad trading. Our process and bespoke audits cover the following areas.

Our logo stands for quality and trust in media, empowering our industry to trade with confidence.

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