Summary: Safety and suitability protect brand value and performance. Curate inventory, use contextual signals and measure business impact—not just viewability.
Inventory strategy
- Allowlists for premium contexts; blocklists maintained weekly.
- Private marketplaces (PMPs) and curated deals for quality.
- Attention metrics with caution—validate against sales KPIs.
Contextual and geo
- Use category/keyword contexts aligned to product jobs.
- Cautious geo tightening; avoid starving delivery.
Measurement
- Validate with incremental lift or MMM-lite when possible.
- Triangulate with GA4 assisted and cohort LTV.
Internal links
Conclusion
Well-curated inventory and realistic measurement make programmatic a stable growth channel in 2025.