Trust and quality
Zurla checks every page, app and ad against each brand’s rules before a bid goes out, applies them on every deal, and keeps them when the news moves.
Brand safety is on: every page, app and ad is checked against brand rules before a bid goes out. The Kelderby Herald’s sports pages: allowed under Wrenquay Bank’s rules. A level break in the Brindle Blocks puzzle game: allowed under Tidebolt’s rules. A native ad from Tovrin & Co., labeled Sponsored: allowed under Pellbrook Media’s rules. A breaking story about a plane landing safely: kept out under Vantleigh Hotels’ rules.
Illustrative data
Each brand’s rules
Each brand gets its own rule set: a suitability list (the sites and topics it accepts) and blocked categories. Zurla applies the right brand’s rules to every buy: page by page before it bids in auctions, and through each publisher’s exclusions on guaranteed and direct deals. A change for one brand never touches another’s.
That plane story is everywhere. Is Vantleigh clear of it?
Yes. I paused its ads on those pages at 12:40, as the story broke. No one was hurt, so it isn’t an air accident, but it’s close enough for Vantleigh. Keep them blocked?
Yes, keep them blocked.
Done. Other clients still run there under their own rules.
Vantleigh’s rules metStory blocked
A news story about a plane’s safe emergency landing, on 1,840 pages across 212 sites. Vantleigh Hotels: paused at 12:40, then kept out. Tidebolt and Velstead Motors: allowed under their own rules, since neither blocks air travel. Wrenquay Bank, live from January 4: the Herald’s news pages are not on its approved list, and its sports pages are.
Illustrative data
In auctions, each page is checked against the brand’s rules before Zurla bids on it.
On guaranteed and direct deals, the brand’s rules travel as each publisher’s exclusions.
Pages about a story a brand avoids are blocked for it, and new ones join as they’re published.
Plain words
Six terms you’ll meet in every rule set, and what Zurla does with each one.
From guidelines to rules
Zurla reads a brand’s guidelines and its approved site list, turns them into one rule set and waits for your sign-off before anything goes live.
We just won Wrenquay Bank. Its brand guidelines and approved site list are attached.
Wrenquay’s rule set is ready for your sign-off, kept apart from your other clients.
Rule set readyFor your sign-off
Wrenquay Bank’s rule set, read from its 32-page brand guidelines and its approved list: 14 blocked categories, including crime, disasters, politics, gambling and crypto; an approved list of 2,100 sites; page categories from the IAB Tech Lab Content Taxonomy. It applies to auctions, guaranteed deals and direct deals, kept apart from every other client, and waits for the account lead’s sign-off before it goes live on January 4.
Illustrative data
Brand, publisher, platform
Every ad has more than one set of rules behind it. The brand decides where it appears, the publisher or app decides which ads it shows, and an RTB platform adds rules of its own. Zurla is a frontier model, built for advertising: it reads the page, the app and the ad, and no bid goes out until every rule that applies says yes.
The brand
Wrenquay Bank, through Calderwick
CheckedPage by page before every bid, and through each publisher’s exclusions on deals
The publisher or app
Pellbrook Media’s site, the Brindle Blocks app
CheckedBefore any buyer sees the request
The platform
Orrinth Exchange, on Zurla under its own brand
CheckedOn every request, before the auction
Before the auctionEvery rule met
Questions
How brand rules are read, applied and kept, for agencies, publishers, apps and RTB platforms.
Brand safety keeps ads away from content no brand wants beside it. Suitability is each brand’s own line on top of that: a bank and a sports drink accept different pages. Zurla keeps both in each brand’s rule set, as its suitability list (the sites and topics it accepts) and its blocked categories.
It reads the page itself and sorts it with the IAB Tech Lab Content Taxonomy, the industry’s shared list of page topics. In apps, it reads the app, the screen and the app’s age rating. Zurla is a frontier large language model, built for advertising, so a story about a plane landing safely and a story about an air accident read differently, and each brand’s rules decide what that means for its ads.
Yes. In auctions, Zurla checks each page before it bids. On guaranteed and direct deals, it applies the brand’s rules through each publisher’s exclusions, and asks publishers to add new exclusions when a story breaks.
Zurla pauses each brand that avoids the topic on pages about the story as it breaks, adds new pages as they’re published and tells your team, who decide whether to keep the block. Brands whose rules allow the story keep running there under their own rules.
No. Each brand has its own rule set, goals, budgets, data and reports. A change for one brand never touches another, and your team decides who can see and act on each one.
Yes. Publishers block the advertisers and categories they never want. Apps also hold ads to what suits their age rating and block competing apps. Zurla checks those rules before any buyer sees the request, together with each brand’s rules.
Yes, its signals can feed the same checks: Traffic and ad quality has the details.
Yes. A new rule set waits for your sign-off before it goes live, and you choose what else needs your OK. Every change is logged with its reason, and changes to block lists can be undone.
Bring a brand’s guidelines to a demo and see them become a rule set, checked on every page before a bid goes out.