Quality and brand safety for the LinkedIn Audience Network

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href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa422485%3Fsrc%3D&trk=help_me_menu" data-test-id="me-menu-sign-in"> Sign in </a> </div> </div> <a class="site-navigation__sign-in artdeco-button artdeco-button--2 artdeco-button--secondary artdeco-button--inverse mobile-excluded" href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa422485%3Fsrc%3D" data-test-id="sign-in-button">Sign in</a> </nav> </div> </header> <main role="main" tabindex="-1" id="a11y-main" class="layout layout--one-column" aria-label="Help content" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="article-details-page"> <div class="hue-page-heading" data-test-selector="heading-container"> <div class="page-width-content"> <h2 class="hue-page-heading__title hue-default-color t-24 t-bold" data-test-selector="heading-title"> Quality and brand safety for the LinkedIn Audience Network </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 1 month ago </span> </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(422485,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>We’re committed to upholding our quality and brand safety standards for your campaigns on LinkedIn and the LinkedIn Audience Network. LinkedIn selects and approves trusted, third-party publishers for the Audience Network to help customers scale their ad campaigns and reach their audience. We take the following quality and brand safety measures to help ensure your brand is protected from fraud and objectionable content on the Audience Network.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Upholding LinkedIn brand safety standards</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>We aim to extend the same level of brand safety and quality ad experience on LinkedIn and on the LinkedIn Audience Network.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>We work with brand safety partners like Pixalate, Integral Ad Science (IAS), and DoubleVerify to add additional brand protection. </p><ul><li>Pixalate scores all publishers’ level of invalid traffic to help ensure publishers meet our quality thresholds.</li><li>The IAS pre-bid integration provides an additional layer of fraud protection and contextual brand safety for all ads on the LinkedIn Audience Network automatically.</li><li>The DoubleVerify pre-bid integration automatically filters out publisher traffic that is in violation of the Global Alliance for Responsible Media’s (GARM’s) brand safety floors before bids are placed, so that you can confidently deliver your ads to trusted environments.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Meeting customers brand safety standards</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>We work with customers to prioritize publishers they trust most, as long as the publishers meet our quality standards.</p><ul><li>Understanding which publishers align to various customers' brand safety standards and which don't is important to help strengthen the quality of publishers we include in our allow list.<br> </li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Advertisers can set up category-level blocking based on IAB publisher categories or upload custom block lists and allow lists to ensure their ads are placed on apps and sites that align to their brand safety standards.</p><ul><li>This level of customization is at the campaign level, so advertisers have additional control over where their message is delivered on the LinkedIn Audience Network.</li><li>Please note, IAB categories are provided by <a rel="" href="https://www.pixalate.com/" target="_self">our partner Pixalate</a>, and could be updated or changed during a campaign. Advertisers should review the categories throughout their campaigns and update their blocklist or allow list as needed.</li><li>If you use Business Manager to manage your ad accounts, you can also share your allow and block lists with other ad accounts in Business Manager.   </li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Automated and manual quality checks</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>We work with our ad exchange partners to enable multiple layers of automated fraud prevention and filter out low-quality publishers and placements for ads on the LinkedIn Audience Network.</p><ul><li>LinkedIn and each ad exchange partner maintain their own publisher blocklist.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>On a consistent cadence, we review and curate trusted, top-engaging publishers to add to our allow list.</p><ul><li>We review publishers and may remove them from our network at any point if they do not meet our advertising guidelines.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Please note that to improve member matching, LinkedIn cookies are set on third-party publisher sites that may be outside the sites added to the allow list on the LinkedIn Audience Network. Customer ads are only delivered on sites added to the allow list.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Related tasks</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a7125505" target="_self">Share allow and block lists in Business Manager</a></li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p><ul><li><a rel="" href="https://www.iab.com/guidelines/content-taxonomy/" target="_blank">IAB category taxonomy</a> on the IAB websites and apps </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427359" target="_self">Manage delivery preferences for the LinkedIn Audience Network</a> (category-level blocking) </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1445770" target="_self">Data protection for probabilistic identity inferences </a>(member matching) </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a423409" target="_blank">LinkedIn Audience Network</a> </li></ul> </div> </article> <section class="people-also-viewed"> <h3 class="people-also-viewed__header t-bold t-black t-20">People also viewed</h3> <ul class="people-also-viewed__article-list"> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-2bkfi" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> LinkedIn Audience Network FAQs </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-2bkfi" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The LinkedIn Audience Network allows you to extend the reach of your Sponsored Content campaigns by delivering your ads beyond the LinkedIn feed to members on trusted third-party apps and sites. When the LinkedIn Audience Network is enabled in campaign setup, the same targeting parameters, bid type, and budget created for your feed campaign applies.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p> <ul> <li><a rel="" href="https://www.linkedin.com/help/lms/answer/a420372" target="_blank">Enable or disable LinkedIn Audience Network for your Sponsored Content campaign</a> </li> </ul> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a425378?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “LinkedIn Audience Network FAQs”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-6pqk9" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> LinkedIn Audience Network </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-6pqk9" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The LinkedIn Audience Network allows you to extend the reach of your Sponsored Content campaigns by delivering your ads beyond the LinkedIn feed to members on third-party apps and sites. It algorithmically optimizes your campaign based on your audience targeting criteria, budget, and bid size to deliver your ads on sites and apps where your target audience is, which can help result in lower cost per key result.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>About the LinkedIn Audience Network</h2> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a423409?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “LinkedIn Audience Network”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-3l9b6" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Manage delivery preferences for the LinkedIn Audience Network </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-3l9b6" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>When you enable the LinkedIn Audience Network for your Sponsored Content campaigns, you can exclude certain categories of publishers and include or exclude specific third-party sites and apps so that you can choose the apps and sites that your content appears on. When creating a new campaign, you’ll need to use Advanced Mode to manage delivery preferences for the LinkedIn Audience Network.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>You can customize your ad delivery on the LinkedIn Audience Network by excluding publishers by Interactive Advertising Bureau (IAB) category when you create or edit a single image, carousel, document, or video ad campaign. You can also include or exclude specific websites and apps by uploading a custom allow or block list.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a427359?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Manage delivery preferences for the LinkedIn Audience Network”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-1nlgy" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Audience Expansion </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-1nlgy" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>You can use Audience Expansion to increase the reach of your campaign by showing your ads to audiences with similar attributes to your target audience.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>For example, if your campaign targets members with the skill Online Advertising, Audience Expansion might expand your audience to members who list the skill Interactive Marketing on their profile. This means you can discover new quality prospects and automatically drive them into your marketing funnel.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a418929?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Audience Expansion”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-tn1ta" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Create campaign groups </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-tn1ta" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>As an advertiser, you can create a new campaign group from the Campaign groups tab in Campaign Manager. When you create a new campaign group, you can set a status, schedule, or total budget for the group which act as limits for all the campaigns placed in that group. After you create a campaign group, you can select it when you create a new campaign to organize related campaigns together. If needed, you can edit the campaign group settings, including the name, status, schedule, or total budget. </p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a424128?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Create campaign groups”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> </ul> </section>  <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in </h3> <ul class="pill-list article-page-pill-list hue-artdeco-pill" data-test-selector="topicTags-container"> <li class="pill-list__item" id="topic-link-a3074" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a3074" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a3074"> LinkedIn Audience Network </span> </a> </li> <li class="pill-list__item" id="topic-link-a386023" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a386023" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a386023"> Trust and Transparency </span> </a> </li> </ul> </div> <div class="related-articles"> <h3 id="related-articles" class="related-articles__header t-bold t-16" data-test-selector="relatedArticles-header"> Related articles </h3> <ul class="related-articles__list" data-test-selector="relatedArticles-container"> <li class="related-articles__list-item t-14" id="article-link-a6275761" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a6275761" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> <span data-test-selector="relatedArticles-title-a6275761"> Set up Connected TV ads in Campaign Manager </span> </a> </li> <li class="related-articles__list-item t-14" id="article-link-a5966603" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a5966603" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> <span data-test-selector="relatedArticles-title-a5966603"> LinkedIn Connected TV </span> </a> </li> <li class="related-articles__list-item t-14" id="article-link-a427359" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a427359" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> <span data-test-selector="relatedArticles-title-a427359"> Manage delivery preferences for the LinkedIn Audience Network </span> </a> </li> </ul> </div>  </aside> </div>  </div> </main> <div class="placeholder " id="toasts__wormhole" data-inert-toggle-target="me-menu-inert-toggle-target"> </div> <footer class="global-footer" data-inert-toggle-target="me-menu-inert-toggle-target" data-component-selector="global-footer" data-test-id="global-footer" role="contentinfo"> <div class="global-footer__upper-row-wrapper"> <div class="page-width-content"> <ul class="global-footer__upper-row-items t-12 t-black"> <li class="global-footer__upper-row-item global-footer__logo"> <a class="global-footer__upper-row-item-link" href="https://www.linkedin.com"> <li-icon size="14dp" color="brand" tabindex="-1" aria-hidden="true" type="linkedin-logo"></li-icon> <span class="visually-hidden">LinkedIn</span> </a> </li> <li class="global-footer__upper-row-item "> <a class="global-footer__upper-row-item-link" data-test-id="footer-contact-us" href="https://www.linkedin.com/help/lms/ask"> Contact us </a> </li>     <li class="global-footer__upper-row-item global-footer__language-switcher-wrapper"> <form action method="GET" class="language-switcher__form">  <label class="language-switcher__select-label"> <span class="visually-hidden">Select a language. 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