{"id":344099,"date":"2025-10-28T13:55:38","date_gmt":"2025-10-28T13:55:38","guid":{"rendered":"https:\/\/integralads.com\/?p=344099"},"modified":"2025-10-28T14:20:54","modified_gmt":"2025-10-28T14:20:54","slug":"insurance-brand-cut-waste-safeguarding-suitability","status":"publish","type":"post","link":"https:\/\/integralads.com\/insider\/insurance-brand-cut-waste-safeguarding-suitability\/","title":{"rendered":"How an Insurance Brand Cut Waste While Safeguarding Suitability"},"content":{"rendered":"\t\t
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Key Results<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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<\/span>0<\/span>%<\/span><\/h3><\/div>
Drop in brand suitability fails<\/h6><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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<\/span>0<\/span>%<\/span><\/h3><\/div>
Reduction in platform CPM<\/h6><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The Challenge<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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During peak travel seasons, social media conversations about accidents and natural disasters tend to surge \u2014 creating unwanted adjacency risks for insurance advertisers. A leading insurance brand wanted greater control over where its ads appeared, especially during the holidays, when such posts become more frequent.\u00a0<\/span><\/p>

However, default platform filters didn\u2019t provide the precision needed to block specific types of content without limiting scale.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Approach\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Partnering with IAS, the brand implemented Social Optimization to create a custom suitability profile tailored to its unique risk thresholds. The team began by establishing a baseline using its standard first-party inventory filter, then relaxed those settings to allow more flexibility before layering in Social Optimization.\u00a0<\/span><\/p>

This setup allowed the brand to block only the most contextually misaligned content \u2014 like automotive accidents and natural disasters \u2014 while maintaining campaign reach and efficiency.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Results\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The impact was immediate. The brand achieved a 38% reduction in brand suitability fail rates and an 18% decrease in platform CPM, even after accounting for the cost of Social Optimization. With fewer ads appearing next to unsuitable content, overall media efficiency improved, freeing up budget that could be reinvested into high-quality, brand-safe placements.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Why It Matters\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For marketers in regulated industries like insurance, precision and protection are equally important. By pairing custom suitability controls with IAS Social Optimization, brands can safeguard reputation, eliminate waste, and reach audiences in the right moments \u2014 without compromising performance.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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See how IAS Social Optimization can help you drive efficiency and safeguard suitability across every social platform.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tSEE MORE RESULTS<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The brand achieved a 38% reduction in brand suitability fail rates and an 18% decrease in platform CPM, even after accounting for the cost of optimization. Read more to find out how.<\/p>\n","protected":false},"author":59,"featured_media":344100,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[43,50,55,48],"tags":[],"class_list":["post-344099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability","category-case-studies","category-featured","category-proprietary-platforms"],"acf":[],"yoast_head":"\nHow an Insurance Brand Cut Waste While Safeguarding Suitability - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"The brand achieved a 38% reduction in brand suitability fail rates and an 18% decrease in platform CPM, even after accounting for the cost of optimization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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