Twitch expands Content Controls to display advertising

Twitch last month announced the expansion of its Content Controls feature to include display advertising. This follows the initial launch of Content Controls for Twitch Video in October 2023.

Brand suitability is a growing concern for advertisers, who want to ensure their ads appear alongside content that aligns with their brand image.

Content Controls address this concern by offering self-service advertisers a way to filter Twitch's inventory based on pre-defined suitability tiers. These tiers are established based on the Global Alliance for Responsible Media (GARM) Suitability Framework, an industry standard that helps advertisers navigate brand safety concerns across various media platforms.

Three content control tiers

• Expanded: This tier offers the least amount of filtering, allowing advertisers to reach a broader audience on Twitch.
• Moderate (Default): This is the pre-selected tier, offering a balance between brand safety and reach.
• Restrictive: This tier excludes the most content, ensuring ads appear only in the most brand-safe environments.

Advertisers can choose the tier that best aligns with their specific brand suitability needs. This level of control allows for more targeted advertising campaigns, potentially leading to better campaign performance.

Global availability and ease of use

Content Controls for Display advertising are currently available for self-service advertisers in a significant number of regions, including North and South America, Europe, the Middle East, and Asia Pacific. The feature is integrated within the Amazon Demand-Side Platform (DSP), a programmatic advertising platform that allows advertisers to buy ad inventory across various platforms, including Twitch.

Benefits for Advertisers and Streamers

The expansion of Content Controls offers several advantages for advertisers:

• Increased Brand Safety: Advertisers can ensure their brand messaging appears alongside content that aligns with their values.
• Improved Campaign Performance: By targeting relevant audiences, advertisers can potentially see higher click-through rates and conversions.
• Greater Control: The tiered system allows advertisers to tailor content filtering to their specific needs.

For Twitch streamers, Content Controls can also be beneficial. By attracting brand-safe advertisers, the platform can potentially create a more attractive environment for streamers looking to monetize their content.

Aligning with Industry Standards

The use of the GARM Suitability Framework demonstrates Twitch's commitment to providing advertisers with a standardized approach to brand safety. This consistency can make it easier for advertisers to manage their campaigns across different platforms.

The Future of Brand Suitability on Twitch

The expansion of Content Controls to display advertising is a significant step for Twitch. As the platform continues to grow and attract a wider range of advertisers, brand suitability will likely remain a top priority. By offering advertisers more control over where their ads appear, Twitch can position itself as a leading platform for brand-safe advertising within the gaming and entertainment space.