{"id":1965,"date":"2026-09-09T11:51:43","date_gmt":"2026-09-09T08:51:43","guid":{"rendered":"https:\/\/www.markatescilsorgulama.net\/blog\/?p=1965"},"modified":"2026-09-09T11:51:43","modified_gmt":"2026-09-09T08:51:43","slug":"dijital-kampanyalarda-brand-safetynin-onemi","status":"publish","type":"post","link":"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/","title":{"rendered":"Brand Safety Nedir? Dijital Kampanyalarda Brand Safety&#8217;nin \u00d6nemi"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Nedir_Dijital_Kampanyalarda_Brand_Safetynin_Onemi\" >Brand Safety Nedir? Dijital Kampanyalarda Brand Safety&#8217;nin \u00d6nemi<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Nedir\" >Brand Safety Nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Neden_Onemlidir\" >Brand Safety Neden \u00d6nemlidir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ile_Brand_Suitability_Arasindaki_Fark_Nedir\" >Brand Safety ile Brand Suitability Aras\u0131ndaki Fark Nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ile_Brand_Suitability_Neden_Birlikte_Ele_Alinmali\" >Brand Safety ile Brand Suitability Neden Birlikte Ele Al\u0131nmal\u0131?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Dijital_Reklamlarda_Brand_Safety_Hangi_Riskleri_Kapsar\" >Dijital Reklamlarda Brand Safety Hangi Riskleri Kapsar?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Hangi_Iceriklerden_Korunmayi_Amaclar\" >Brand Safety Hangi \u0130\u00e7eriklerden Korunmay\u0131 Ama\u00e7lar?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ve_Programatik_Reklamcilik\" >Brand Safety ve Programatik Reklamc\u0131l\u0131k<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Programatik_Reklamcilikta_Brand_Safety_Nasil_Saglanir\" >Programatik Reklamc\u0131l\u0131kta Brand Safety Nas\u0131l Sa\u011flan\u0131r?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ve_Google_Ads\" >Brand Safety ve Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safetyde_Asiri_Filtreleme_Neden_Sorun_Olabilir\" >Brand Safety&#8217;de A\u015f\u0131r\u0131 Filtreleme Neden Sorun Olabilir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ve_Brand_Suitability_Stratejisi_Nasil_Olusturulur\" >Brand Safety ve Brand Suitability Stratejisi Nas\u0131l Olu\u015fturulur?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Floor_Nedir\" >Brand Safety Floor Nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ve_Contextual_Targeting\" >Brand Safety ve Contextual Targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ve_Ad_Fraud_Arasindaki_Fark_Nedir\" >Brand Safety ve Ad Fraud Aras\u0131ndaki Fark Nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ve_Viewability_Arasindaki_Fark_Nedir\" >Brand Safety ve Viewability Aras\u0131ndaki Fark Nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Neden_Marka_Itibarini_Etkiler\" >Brand Safety Neden Marka \u0130tibar\u0131n\u0131 Etkiler?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ve_Kullanici_Deneyimi\" >Brand Safety ve Kullan\u0131c\u0131 Deneyimi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Icin_Hangi_Araclar_Kullanilabilir\" >Brand Safety \u0130\u00e7in Hangi Ara\u00e7lar Kullan\u0131labilir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Olculur_mu\" >Brand Safety \u00d6l\u00e7\u00fcl\u00fcr m\u00fc?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Raporlarinda_Nelere_Bakilmali\" >Brand Safety Raporlar\u0131nda Nelere Bak\u0131lmal\u0131?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Kampanya_Performansini_Dusurur_mu\" >Brand Safety Kampanya Performans\u0131n\u0131 D\u00fc\u015f\u00fcr\u00fcr m\u00fc?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ile_Performans_Arasinda_Denge_Nasil_Kurulur\" >Brand Safety ile Performans Aras\u0131nda Denge Nas\u0131l Kurulur?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Icin_Whitelist_ve_Blacklist_Kullanimi\" >Brand Safety \u0130\u00e7in Whitelist ve Blacklist Kullan\u0131m\u0131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ve_AI\" >Brand Safety ve AI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Yapay_Zeka_Doneminde_Brand_Safety_Neden_Daha_Onemli\" >Yapay Zek\u00e2 D\u00f6neminde Brand Safety Neden Daha \u00d6nemli?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Stratejisi_Nasil_Olusturulur\" >Brand Safety Stratejisi Nas\u0131l Olu\u015fturulur?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_Kontrol_Listesi\" >Brand Safety Kontrol Listesi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safetynin_Gelecegi\" >Brand Safety&#8217;nin Gelece\u011fi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Sonuc\" >Sonu\u00e7<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Sikca_Sorulan_Sorular\" >S\u0131k\u00e7a Sorulan Sorular<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_nedir\" >Brand Safety nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_neden_onemlidir\" >Brand Safety neden \u00f6nemlidir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ile_Brand_Suitability_arasindaki_fark_nedir\" >Brand Safety ile Brand Suitability aras\u0131ndaki fark nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_programatik_reklamcilikta_neden_onemlidir\" >Brand Safety programatik reklamc\u0131l\u0131kta neden \u00f6nemlidir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_nasil_saglanir\" >Brand Safety nas\u0131l sa\u011flan\u0131r?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_reklam_performansini_dusurur_mu\" >Brand Safety reklam performans\u0131n\u0131 d\u00fc\u015f\u00fcr\u00fcr m\u00fc?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ile_Ad_Fraud_ayni_sey_midir\" >Brand Safety ile Ad Fraud ayn\u0131 \u015fey midir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_ile_Viewability_arasindaki_fark_nedir\" >Brand Safety ile Viewability aras\u0131ndaki fark nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safetyde_yapay_zeka_kullanilabilir_mi\" >Brand Safety&#8217;de yapay zek\u00e2 kullan\u0131labilir mi?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_sadece_YouTube_ve_Display_reklamlarinda_mi_kullanilir\" >Brand Safety sadece YouTube ve Display reklamlar\u0131nda m\u0131 kullan\u0131l\u0131r?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/www.markatescilsorgulama.net\/blog\/dijital-kampanyalarda-brand-safetynin-onemi\/#Brand_Safety_stratejisinde_en_onemli_konu_nedir\" >Brand Safety stratejisinde en \u00f6nemli konu nedir?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Brand_Safety_Nedir_Dijital_Kampanyalarda_Brand_Safetynin_Onemi\"><\/span><b>Brand Safety Nedir? Dijital Kampanyalarda Brand Safety&#8217;nin \u00d6nemi<\/b><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-weight: 400;\">Dijital reklamc\u0131l\u0131kta bir kampanyan\u0131n ba\u015far\u0131l\u0131 olmas\u0131 yaln\u0131zca do\u011fru hedef kitleye ula\u015fmak, y\u00fcksek t\u0131klama almak veya d\u00fc\u015f\u00fck maliyetle d\u00f6n\u00fc\u015f\u00fcm elde etmek anlam\u0131na gelmez. Reklam\u0131n nerede g\u00f6sterildi\u011fi de en az kime g\u00f6sterildi\u011fi kadar \u00f6nemlidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir marka milyonlarca kullan\u0131c\u0131ya ula\u015fabilir, y\u00fcksek g\u00f6r\u00fcnt\u00fclenme elde edebilir ve ba\u015far\u0131l\u0131 bir kampanya performans\u0131 g\u00f6sterebilir. Ancak reklam\u0131n markayla ili\u015fkilendirilmesi istenmeyen, zararl\u0131 veya marka de\u011ferleriyle \u00e7eli\u015fen bir i\u00e7eri\u011fin yan\u0131nda ger\u00e7ekle\u015fiyorsa bu performans markan\u0131n uzun vadeli itibar\u0131 a\u00e7\u0131s\u0131ndan ciddi bir risk olu\u015fturabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130\u015fte bu noktada <\/span><b>brand safety<\/b><span style=\"font-weight: 400;\">, yani marka g\u00fcvenli\u011fi, dijital reklamc\u0131l\u0131\u011f\u0131n \u00f6nemli bile\u015fenlerinden biri haline gelir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand safety, reklamlar\u0131n marka a\u00e7\u0131s\u0131ndan zararl\u0131 veya kabul edilemez i\u00e7eriklerin yan\u0131nda g\u00f6sterilmesini \u00f6nlemek i\u00e7in kullan\u0131lan strateji, teknoloji, kontrol ve s\u00fcre\u00e7lerin b\u00fct\u00fcn\u00fcn\u00fc ifade eder. IAB&#8217;nin tan\u0131m\u0131nda da brand safety, dijital reklamc\u0131l\u0131k tedarik zincirinde markay\u0131 belirli i\u00e7erik t\u00fcrlerinin t\u00fcketici alg\u0131s\u0131 \u00fczerindeki olumsuz etkilerinden ve buna ba\u011fl\u0131 yat\u0131r\u0131m getirisi kayb\u0131ndan koruyan kontroller olarak ele al\u0131n\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak g\u00fcn\u00fcm\u00fczde yaln\u0131zca &#8220;g\u00fcvenli i\u00e7erikte reklam g\u00f6stermek&#8221; yeterli de\u011fildir. Markalar\u0131n ayn\u0131 zamanda reklam\u0131n kendi de\u011ferleri, hedef kitlesi, ileti\u015fim dili ve ticari hedefleriyle ne kadar uyumlu oldu\u011funa da bakmas\u0131 gerekir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle brand safety kavram\u0131n\u0131n yan\u0131nda <\/span><b>brand suitability<\/b><span style=\"font-weight: 400;\">, yani marka uygunlu\u011fu, kavram\u0131 da giderek daha \u00f6nemli hale gelmektedir.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1966 size-full\" src=\"https:\/\/www.markatescilsorgulama.net\/blog\/wp-content\/uploads\/2026\/09\/Brand-Safety-Nedir-Dijital-Kampanyalarda-Brand-Safetynin-Onemi1.jpg\" alt=\"\" width=\"810\" height=\"440\" srcset=\"https:\/\/www.markatescilsorgulama.net\/blog\/wp-content\/uploads\/2026\/09\/Brand-Safety-Nedir-Dijital-Kampanyalarda-Brand-Safetynin-Onemi1.jpg 810w, https:\/\/www.markatescilsorgulama.net\/blog\/wp-content\/uploads\/2026\/09\/Brand-Safety-Nedir-Dijital-Kampanyalarda-Brand-Safetynin-Onemi1-300x163.jpg 300w, https:\/\/www.markatescilsorgulama.net\/blog\/wp-content\/uploads\/2026\/09\/Brand-Safety-Nedir-Dijital-Kampanyalarda-Brand-Safetynin-Onemi1-768x417.jpg 768w\" sizes=\"auto, (max-width: 810px) 100vw, 810px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Nedir\"><\/span><b>Brand Safety Nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety, bir markan\u0131n reklamlar\u0131n\u0131n marka a\u00e7\u0131s\u0131ndan zararl\u0131, uygunsuz veya y\u00fcksek riskli i\u00e7eriklerle yan yana g\u00f6sterilmesini \u00f6nlemeye y\u00f6nelik uygulamalar\u0131n tamam\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En basit haliyle brand safety \u015fu soruya cevap verir:<\/span><\/p>\n<p><b>&#8220;Reklam\u0131m\u0131n hangi i\u00e7eriklerin yan\u0131nda kesinlikle g\u00f6r\u00fcnmemesi gerekir?&#8221;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir \u00e7ocuk \u00fcr\u00fcnleri markas\u0131n\u0131n reklam\u0131n\u0131n \u015fiddet i\u00e7erikli bir videonun yan\u0131nda g\u00f6sterilmesi marka a\u00e7\u0131s\u0131ndan uygun olmayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Benzer \u015fekilde finans sekt\u00f6r\u00fcnde faaliyet g\u00f6steren bir markan\u0131n reklam\u0131n\u0131n doland\u0131r\u0131c\u0131l\u0131k, yasa d\u0131\u015f\u0131 faaliyetler veya yanl\u0131\u015f finansal bilgiler i\u00e7eren bir i\u00e7eri\u011fin yan\u0131nda g\u00f6sterilmesi de marka g\u00fcvenli\u011fi a\u00e7\u0131s\u0131ndan risk olu\u015fturabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buradaki ama\u00e7 yaln\u0131zca reklam\u0131n teknik olarak yay\u0131nlanmas\u0131n\u0131 sa\u011flamak de\u011fildir. Reklam\u0131n yay\u0131nland\u0131\u011f\u0131 ortam\u0131n markan\u0131n itibar\u0131na zarar vermemesini sa\u011flamakt\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle brand safety, dijital reklam sat\u0131n alma s\u00fcrecinde bir &#8220;ekstra kontrol&#8221; olarak de\u011fil, kampanya planlamas\u0131n\u0131n temel par\u00e7alar\u0131ndan biri olarak de\u011ferlendirilmelidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Neden_Onemlidir\"><\/span><b>Brand Safety Neden \u00d6nemlidir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dijital reklamc\u0131l\u0131kta kullan\u0131c\u0131lar reklam\u0131 \u00e7o\u011fu zaman tek ba\u015f\u0131na de\u011ferlendirmez. Reklam\u0131n bulundu\u011fu sayfa, video veya i\u00e7erik de reklam\u0131n alg\u0131lanma bi\u00e7imini etkileyebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir kullan\u0131c\u0131 tart\u0131\u015fmal\u0131 veya rahats\u0131z edici bir i\u00e7erikle kar\u015f\u0131la\u015ft\u0131\u011f\u0131nda ayn\u0131 sayfadaki reklam\u0131 da o deneyimin bir par\u00e7as\u0131 olarak alg\u0131layabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu durum markan\u0131n i\u00e7erikle do\u011frudan ba\u011flant\u0131s\u0131 olmasa bile marka alg\u0131s\u0131n\u0131 etkileyebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir haber sitesinde olumsuz bir olayla ilgili haber okunurken sayfan\u0131n yan\u0131nda bir markan\u0131n reklam\u0131 g\u00f6r\u00fclebilir. Marka olayla hi\u00e7bir \u015fekilde ili\u015fkili olmasa bile kullan\u0131c\u0131 reklam\u0131 bu i\u00e7erik ba\u011flam\u0131 i\u00e7erisinde g\u00f6rebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle reklamverenin yaln\u0131zca &#8220;reklam\u0131m ka\u00e7 ki\u015fiye ula\u015ft\u0131?&#8221; sorusunu de\u011fil, &#8220;reklam\u0131m nerede ve hangi i\u00e7erik ba\u011flam\u0131nda g\u00f6r\u00fcld\u00fc?&#8221; sorusunu da sormas\u0131 gerekir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand safety&#8217;nin temel amac\u0131 tam olarak bu riski y\u00f6netmektir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ile_Brand_Suitability_Arasindaki_Fark_Nedir\"><\/span><b>Brand Safety ile Brand Suitability Aras\u0131ndaki Fark Nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety ve brand suitability birbirine yak\u0131n kavramlar olsa da ayn\u0131 anlama gelmez.<\/span><\/p>\n<p><b>Brand safety<\/b><span style=\"font-weight: 400;\">, genel olarak hi\u00e7bir markan\u0131n reklam\u0131n\u0131n bulunmas\u0131n\u0131 istemeyece\u011fi y\u00fcksek riskli veya zararl\u0131 i\u00e7eriklerden ka\u00e7\u0131nmay\u0131 ifade eder.<\/span><\/p>\n<p><b>Brand suitability<\/b><span style=\"font-weight: 400;\"> ise markan\u0131n kendi de\u011ferleri, hedef kitlesi, sekt\u00f6r\u00fc ve ileti\u015fim stratejisine g\u00f6re hangi i\u00e7eriklerin uygun veya uygunsuz oldu\u011funu belirlemesidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google da brand safety ile brand suitability aras\u0131nda bu ayr\u0131m\u0131 a\u00e7\u0131k \u015fekilde yapmaktad\u0131r. Brand safety, reklamverenlerin genel olarak ka\u00e7\u0131nmak istedi\u011fi uygunsuz veya zararl\u0131 i\u00e7erikleri filtrelerken brand suitability, baz\u0131 markalar\u0131n kabul edebilece\u011fi ancak ba\u015fka markalar\u0131n tercih etmeyebilece\u011fi i\u00e7erik seviyelerini y\u00f6netmeye odaklan\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir spor markas\u0131 i\u00e7in yo\u011fun rekabet veya spor sakatlanmalar\u0131 hakk\u0131nda haz\u0131rlanan bir i\u00e7erik kabul edilebilir olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak ayn\u0131 i\u00e7erik \u00e7ocuklara y\u00f6nelik bir marka i\u00e7in uygun olmayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Burada i\u00e7erik mutlaka &#8220;g\u00fcvensiz&#8221; de\u011fildir. Sadece belirli bir marka i\u00e7in uygun olmayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle g\u00fcn\u00fcm\u00fczde daha do\u011fru yakla\u015f\u0131m:<\/span><\/p>\n<p><b>Brand safety + brand suitability<\/b><\/p>\n<p><span style=\"font-weight: 400;\">birlikte de\u011ferlendirilmesidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ile_Brand_Suitability_Neden_Birlikte_Ele_Alinmali\"><\/span><b>Brand Safety ile Brand Suitability Neden Birlikte Ele Al\u0131nmal\u0131?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dijital reklamc\u0131l\u0131kta t\u00fcm markalar\u0131n ayn\u0131 i\u00e7eriklerden ka\u00e7\u0131nmas\u0131 gerekmez.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir finans markas\u0131, yat\u0131r\u0131m ve ekonomi haberlerinin bulundu\u011fu i\u00e7eriklerde reklam g\u00f6stermek isteyebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir \u00e7ocuk markas\u0131 ise \u00e7ok daha kontroll\u00fc bir i\u00e7erik ortam\u0131 tercih edebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir moda markas\u0131 i\u00e7in magazin i\u00e7eri\u011fi uygun olabilirken bir B2B teknoloji \u015firketi ayn\u0131 i\u00e7eri\u011fi marka ileti\u015fimi a\u00e7\u0131s\u0131ndan de\u011ferli g\u00f6rmeyebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle marka g\u00fcvenli\u011fi stratejisi olu\u015ftururken yaln\u0131zca &#8220;yasak i\u00e7erikler&#8221; belirlemek yeterli de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Markan\u0131n:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">hedef kitlesi,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">sekt\u00f6r\u00fc,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">marka de\u011ferleri,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ileti\u015fim dili,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00fcr\u00fcn kategorisi,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">kampanya amac\u0131,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">risk tolerans\u0131<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">birlikte de\u011ferlendirilmelidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Dijital_Reklamlarda_Brand_Safety_Hangi_Riskleri_Kapsar\"><\/span><b>Dijital Reklamlarda Brand Safety Hangi Riskleri Kapsar?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety \u00e7ok geni\u015f bir alan\u0131 kapsar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reklamlar\u0131n ter\u00f6rizm, \u015fiddet, nefret s\u00f6ylemi, cinsel i\u00e7erik, yasa d\u0131\u015f\u0131 faaliyetler veya di\u011fer y\u00fcksek riskli i\u00e7eriklerle yan yana g\u00f6sterilmesi en temel brand safety riskleri aras\u0131nda de\u011ferlendirilebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bunun yan\u0131nda yanl\u0131\u015f bilgi, hassas olaylar, tart\u0131\u015fmal\u0131 politik i\u00e7erikler, kullan\u0131c\u0131 taraf\u0131ndan olu\u015fturulan kontrols\u00fcz i\u00e7erikler ve marka de\u011ferleriyle \u00e7eli\u015fen i\u00e7erikler de baz\u0131 markalar i\u00e7in risk olu\u015fturabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Burada \u00f6nemli olan nokta, her risk kategorisinin her marka i\u00e7in ayn\u0131 seviyede de\u011ferlendirilmemesidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir haber kurulu\u015fu politik i\u00e7eriklerden tamamen ka\u00e7\u0131namayabilir. Ancak \u00e7ocuk \u00fcr\u00fcnleri satan bir marka i\u00e7in ayn\u0131 i\u00e7erik kategorisi \u00e7ok daha hassas olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dolay\u0131s\u0131yla brand safety stratejisi markaya \u00f6zel olu\u015fturulmal\u0131d\u0131r.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Hangi_Iceriklerden_Korunmayi_Amaclar\"><\/span><b>Brand Safety Hangi \u0130\u00e7eriklerden Korunmay\u0131 Ama\u00e7lar?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety kapsam\u0131nda de\u011ferlendirilebilecek i\u00e7erikler kampanyaya ve platforma g\u00f6re de\u011fi\u015febilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Genel olarak a\u015fa\u011f\u0131daki i\u00e7erik kategorileri y\u00fcksek riskli alanlar aras\u0131nda de\u011ferlendirilebilir:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u015eiddet i\u00e7erikleri, ter\u00f6rizm ve a\u015f\u0131r\u0131l\u0131k yanl\u0131s\u0131 i\u00e7erikler, nefret s\u00f6ylemi, cinsel i\u00e7erikler, yasa d\u0131\u015f\u0131 faaliyetler, uyu\u015fturucu kullan\u0131m\u0131, silahlarla ilgili baz\u0131 i\u00e7erikler, trajik veya hassas olaylar, tehlikeli davran\u0131\u015flar\u0131 te\u015fvik eden i\u00e7erikler ve markan\u0131n de\u011ferleriyle a\u00e7\u0131k \u015fekilde \u00e7eli\u015fen i\u00e7erikler.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/ads.google.com\" target=\"_blank\" rel=\"noopener\">Google<\/a> gibi reklam platformlar\u0131 da reklamverenlere \u00e7e\u015fitli i\u00e7erik uygunlu\u011fu kontrolleri sunmaktad\u0131r. Google Ads&#8217;te reklamverenler kampanyan\u0131n yap\u0131s\u0131na g\u00f6re inventory t\u00fcrleri, i\u00e7erik kategorileri, yerle\u015fimler, i\u00e7erik anahtar kelimeleri ve \u00e7e\u015fitli i\u00e7erik temalar\u0131 \u00fczerinden ek filtrelemeler uygulayabilir.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1967 size-full\" src=\"https:\/\/www.markatescilsorgulama.net\/blog\/wp-content\/uploads\/2026\/09\/Brand-Safety-Nedir-Dijital-Kampanyalarda-Brand-Safetynin-Onemi.jpg\" alt=\"\" width=\"810\" height=\"440\" srcset=\"https:\/\/www.markatescilsorgulama.net\/blog\/wp-content\/uploads\/2026\/09\/Brand-Safety-Nedir-Dijital-Kampanyalarda-Brand-Safetynin-Onemi.jpg 810w, https:\/\/www.markatescilsorgulama.net\/blog\/wp-content\/uploads\/2026\/09\/Brand-Safety-Nedir-Dijital-Kampanyalarda-Brand-Safetynin-Onemi-300x163.jpg 300w, https:\/\/www.markatescilsorgulama.net\/blog\/wp-content\/uploads\/2026\/09\/Brand-Safety-Nedir-Dijital-Kampanyalarda-Brand-Safetynin-Onemi-768x417.jpg 768w\" sizes=\"auto, (max-width: 810px) 100vw, 810px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ve_Programatik_Reklamcilik\"><\/span><b>Brand Safety ve Programatik Reklamc\u0131l\u0131k<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety \u00f6zellikle programatik reklamc\u0131l\u0131kta kritik bir konudur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Programatik reklamc\u0131l\u0131kta reklam sat\u0131n alma s\u00fcre\u00e7leri b\u00fcy\u00fck \u00f6l\u00e7\u00fcde otomatik \u015fekilde ger\u00e7ekle\u015fir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir reklamveren tek tek web sitelerini se\u00e7mek yerine belirledi\u011fi hedefleme kriterleri do\u011frultusunda \u00e7ok geni\u015f bir inventory i\u00e7erisinde reklam sat\u0131n alabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu durum b\u00fcy\u00fck bir eri\u015fim avantaj\u0131 sa\u011flar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak ayn\u0131 zamanda reklamverenin reklam\u0131n\u0131n hangi i\u00e7eriklerin yan\u0131nda g\u00f6r\u00fcnece\u011fi konusunda daha fazla kontrol ihtiyac\u0131 do\u011furur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Programatik ekosistemde milyonlarca web sayfas\u0131, uygulama ve video i\u00e7eri\u011fi bulundu\u011fu i\u00e7in her reklam g\u00f6sterimini manuel olarak kontrol etmek m\u00fcmk\u00fcn de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle otomatik i\u00e7erik s\u0131n\u0131fland\u0131rma, placement exclusion, pre-bid filtreleme ve \u00fc\u00e7\u00fcnc\u00fc taraf brand safety \u00e7\u00f6z\u00fcmleri \u00f6nem kazan\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">IAB Tech Lab de brand safety, ad fraud, privacy, \u00f6l\u00e7\u00fcmleme ve programatik reklamc\u0131l\u0131k standartlar\u0131 \u00fczerinde \u00e7al\u0131\u015fan temel sekt\u00f6r kurulu\u015flar\u0131ndan biridir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Programatik_Reklamcilikta_Brand_Safety_Nasil_Saglanir\"><\/span><b>Programatik Reklamc\u0131l\u0131kta Brand Safety Nas\u0131l Sa\u011flan\u0131r?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Programatik reklamc\u0131l\u0131kta brand safety i\u00e7in farkl\u0131 katmanlarda kontroller uygulanabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130lk katmanda reklam platformunun kendi i\u00e7erik politikalar\u0131 ve filtreleri bulunur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130kinci katmanda reklamverenin kendi brand suitability kurallar\u0131 uygulanabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00dc\u00e7\u00fcnc\u00fc katmanda belirli placement&#8217;lar, domain&#8217;ler, uygulamalar veya kanallar kampanyadan hari\u00e7 tutulabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00f6rd\u00fcnc\u00fc katmanda ise DoubleVerify, Integral Ad Science veya Zefr gibi \u00fc\u00e7\u00fcnc\u00fc taraf do\u011frulama ve \u00f6l\u00e7\u00fcmleme \u00e7\u00f6z\u00fcmleri kullan\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google&#8217;\u0131n Search Partner Network i\u00e7in sundu\u011fu \u00fc\u00e7\u00fcnc\u00fc taraf pre-screen program\u0131 da buna \u00f6rnek g\u00f6sterilebilir. Google, bu programda \u00fc\u00e7\u00fcnc\u00fc taraf sa\u011flay\u0131c\u0131lar\u0131n domain&#8217;leri g\u00fcvenlik ve uygunluk kriterlerine g\u00f6re s\u0131n\u0131fland\u0131rarak reklamverenlere exclusion listeleri sunabildi\u011fini belirtiyor.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ve_Google_Ads\"><\/span><b>Brand Safety ve Google Ads<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Google Ads, reklamverenlerin i\u00e7erik uygunlu\u011funu y\u00f6netebilmesi i\u00e7in farkl\u0131 kontroller sunar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin Display, YouTube ve Google Video Partners gibi inventory&#8217;lerde farkl\u0131 inventory t\u00fcrleri se\u00e7ilebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google&#8217;\u0131n mevcut sisteminde Maximum, Moderate ve Limited inventory se\u00e7enekleri bulunur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maximum inventory daha geni\u015f eri\u015fim sa\u011flamay\u0131 hedeflerken Moderate inventory baz\u0131 hassas i\u00e7erikleri d\u0131\u015far\u0131da b\u0131rak\u0131r. Limited inventory ise daha s\u0131k\u0131 uygunluk gereksinimleri olan markalara y\u00f6nelik daha fazla hassas i\u00e7erik filtrelemesi sunar. Google ayn\u0131 zamanda daha s\u0131k\u0131 filtrelerin eri\u015fimi ve performans\u0131 s\u0131n\u0131rlayabilece\u011fini belirtiyor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nokta olduk\u00e7a \u00f6nemlidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c7\u00fcnk\u00fc brand safety i\u00e7in m\u00fcmk\u00fcn olan her filtreyi kullanmak her zaman en do\u011fru strateji de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A\u015f\u0131r\u0131 filtreleme reklam\u0131n g\u00fcvenli\u011fini art\u0131r\u0131rken kampanyan\u0131n eri\u015fimini azaltabilir ve CPM maliyetlerini y\u00fckseltebilir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safetyde_Asiri_Filtreleme_Neden_Sorun_Olabilir\"><\/span><b>Brand Safety&#8217;de A\u015f\u0131r\u0131 Filtreleme Neden Sorun Olabilir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety stratejisinde en s\u0131k yap\u0131lan hatalardan biri, riskten tamamen ka\u00e7\u0131nmak amac\u0131yla \u00e7ok fazla i\u00e7erik kategorisini d\u0131\u015flamakt\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130lk bak\u0131\u015fta daha fazla exclusion kullanmak daha g\u00fcvenli g\u00f6r\u00fcnebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak her exclusion ayn\u0131 zamanda potansiyel inventory&#8217;nin bir b\u00f6l\u00fcm\u00fcn\u00fc kampanyadan \u00e7\u0131kar\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google da brand suitability kontrollerinin gere\u011finden fazla kullan\u0131lmas\u0131n\u0131n eri\u015fimi s\u0131n\u0131rlayabilece\u011fini ve CPM&#8217;leri art\u0131rabilece\u011fini belirtiyor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle do\u011fru strateji &#8220;m\u00fcmk\u00fcn olan en fazla i\u00e7eri\u011fi engellemek&#8221; de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do\u011fru strateji:<\/span><\/p>\n<p><b>Marka i\u00e7in ger\u00e7ekten riskli olan i\u00e7eri\u011fi belirlemek ve bunun d\u0131\u015f\u0131ndaki de\u011ferli inventory&#8217;yi gereksiz yere kaybetmemektir.<\/b><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ve_Brand_Suitability_Stratejisi_Nasil_Olusturulur\"><\/span><b>Brand Safety ve Brand Suitability Stratejisi Nas\u0131l Olu\u015fturulur?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u0130lk olarak markan\u0131n kesinlikle reklam vermek istemedi\u011fi i\u00e7erikler belirlenmelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bunlar brand safety floor olarak d\u00fc\u015f\u00fcn\u00fclebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Daha sonra markan\u0131n \u00f6zel olarak uzak durmak istedi\u011fi i\u00e7erikler belirlenmelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir \u00e7ocuk markas\u0131 i\u00e7in siyasi tart\u0131\u015fmalar uygun olmayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir l\u00fcks marka i\u00e7in a\u015f\u0131r\u0131 indirim veya ucuzluk odakl\u0131 i\u00e7erikler marka konumland\u0131rmas\u0131yla \u00e7eli\u015febilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir sa\u011fl\u0131k markas\u0131 i\u00e7in yanl\u0131\u015f sa\u011fl\u0131k bilgileri y\u00fcksek risk olu\u015fturabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir finans markas\u0131 i\u00e7in kripto doland\u0131r\u0131c\u0131l\u0131\u011f\u0131 veya yan\u0131lt\u0131c\u0131 yat\u0131r\u0131m i\u00e7erikleri hassas olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u00f6ylece tek bir genel filtre yerine markaya \u00f6zel bir suitability framework olu\u015fturulabilir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Floor_Nedir\"><\/span><b>Brand Safety Floor Nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety floor, reklamverenlerin genel olarak hi\u00e7bir ko\u015fulda reklamlar\u0131n\u0131n yan\u0131nda bulunmas\u0131n\u0131 istemedi\u011fi i\u00e7erik kategorilerini ifade eder.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu alan, markan\u0131n minimum g\u00fcvenlik standard\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir markan\u0131n ter\u00f6rizm, \u00e7ocuk istismar\u0131 veya nefret s\u00f6ylemi i\u00e7eren i\u00e7eriklerin yan\u0131nda hi\u00e7bir \u015fekilde g\u00f6r\u00fcnmek istememesi brand safety floor kapsam\u0131nda de\u011ferlendirilebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bunun \u00fczerinde ise brand suitability katman\u0131 bulunabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Suitability katman\u0131nda marka kendi stratejisine g\u00f6re orta veya d\u00fc\u015f\u00fck riskli i\u00e7erikleri de\u011ferlendirebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu yakla\u015f\u0131m, reklamverenin hem g\u00fcvenli\u011fi hem de eri\u015fimi daha dengeli y\u00f6netmesine yard\u0131mc\u0131 olur.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ve_Contextual_Targeting\"><\/span><b>Brand Safety ve Contextual Targeting<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Contextual targeting, reklam\u0131n kullan\u0131c\u0131n\u0131n kimli\u011finden ziyade bulundu\u011fu i\u00e7eri\u011fin ba\u011flam\u0131na g\u00f6re g\u00f6sterilmesini ifade eder.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin ko\u015fu ayakkab\u0131s\u0131 reklam\u0131n\u0131n ko\u015fu hakk\u0131nda bir makalenin yan\u0131nda g\u00f6sterilmesi contextual targeting \u00f6rne\u011fidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu yakla\u015f\u0131m kullan\u0131c\u0131 gizlili\u011fi a\u00e7\u0131s\u0131ndan da \u00f6nem kazanan bir reklam hedefleme y\u00f6ntemidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak contextual targeting kullan\u0131l\u0131rken i\u00e7eri\u011fin yaln\u0131zca konu a\u00e7\u0131s\u0131ndan alakal\u0131 olmas\u0131 yeterli de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130\u00e7eri\u011fin marka a\u00e7\u0131s\u0131ndan g\u00fcvenli olup olmad\u0131\u011f\u0131 da kontrol edilmelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir ko\u015fu ayakkab\u0131s\u0131 reklam\u0131 sporla ilgili bir i\u00e7eri\u011fin yan\u0131nda g\u00f6sterilebilir ancak i\u00e7erik \u015fiddet i\u00e7eren bir olayla ba\u011flant\u0131l\u0131ysa marka a\u00e7\u0131s\u0131ndan uygun olmayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dolay\u0131s\u0131yla contextual relevance ile brand suitability birlikte de\u011ferlendirilmelidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ve_Ad_Fraud_Arasindaki_Fark_Nedir\"><\/span><b>Brand Safety ve Ad Fraud Aras\u0131ndaki Fark Nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety ve ad fraud birbirine yak\u0131n alanlar olsa da farkl\u0131 problemleri ifade eder.<\/span><\/p>\n<p><b>Ad fraud<\/b><span style=\"font-weight: 400;\">, reklamverenin sahte veya ge\u00e7ersiz trafik, g\u00f6sterim, t\u0131klama veya etkile\u015fimler nedeniyle b\u00fct\u00e7e kaybetmesiyle ilgilidir.<\/span><\/p>\n<p><b>Brand safety<\/b><span style=\"font-weight: 400;\"> ise reklam\u0131n markaya zarar verebilecek i\u00e7eriklerin yan\u0131nda g\u00f6sterilmesini \u00f6nlemeye odaklan\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir reklam bot taraf\u0131ndan g\u00f6r\u00fcnt\u00fcleniyorsa ad fraud problemi olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ger\u00e7ek bir kullan\u0131c\u0131 reklam\u0131 g\u00f6r\u00fcyorsa ancak reklam \u015fiddet i\u00e7erikli bir videonun yan\u0131nda g\u00f6steriliyorsa brand safety problemi ortaya \u00e7\u0131kabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130ki problem ayn\u0131 kampanyada ayn\u0131 anda bulunabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle modern programatik reklamc\u0131l\u0131kta fraud prevention ve brand safety birlikte y\u00f6netilmelidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ve_Viewability_Arasindaki_Fark_Nedir\"><\/span><b>Brand Safety ve Viewability Aras\u0131ndaki Fark Nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Viewability, reklam\u0131n ger\u00e7ekten kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclebilir durumda olup olmad\u0131\u011f\u0131n\u0131 \u00f6l\u00e7meye odaklan\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand safety ise reklam\u0131n hangi i\u00e7erikle birlikte g\u00f6sterildi\u011fini kontrol eder.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir reklam g\u00fcvenli bir web sitesinde g\u00f6sterilebilir ancak kullan\u0131c\u0131n\u0131n ekran\u0131nda g\u00f6r\u00fcnmeyen bir alanda bulunabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu durumda brand safety sorunu yoktur ancak viewability sorunu vard\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tam tersine reklam kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclebilir durumda olabilir fakat marka a\u00e7\u0131s\u0131ndan uygun olmayan bir i\u00e7eri\u011fin yan\u0131nda yer alabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle viewability, brand safety ve fraud birbirinden ayr\u0131 metrik ve kontrol alanlar\u0131 olarak de\u011ferlendirilmelidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Neden_Marka_Itibarini_Etkiler\"><\/span><b>Brand Safety Neden Marka \u0130tibar\u0131n\u0131 Etkiler?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marka itibar\u0131 y\u0131llar i\u00e7erisinde olu\u015fturulan ancak k\u0131sa s\u00fcrede zarar g\u00f6rebilen bir de\u011ferdir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kullan\u0131c\u0131lar bir markay\u0131 yaln\u0131zca markan\u0131n kendi reklamlar\u0131 \u00fczerinden de\u011ferlendirmez.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Markan\u0131n hangi i\u00e7eriklerin yan\u0131nda g\u00f6r\u00fcnd\u00fc\u011f\u00fc de kullan\u0131c\u0131 alg\u0131s\u0131n\u0131n bir par\u00e7as\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6zellikle premium veya g\u00fcven temelli sekt\u00f6rlerde bu durum daha da \u00f6nemlidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finans, sa\u011fl\u0131k, sigorta, \u00e7ocuk \u00fcr\u00fcnleri, l\u00fcks t\u00fcketim ve kurumsal hizmetler gibi alanlarda marka alg\u0131s\u0131n\u0131n korunmas\u0131 reklam performans\u0131 kadar \u00f6nemli olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir reklam\u0131n yanl\u0131\u015f i\u00e7erikle yan yana gelmesi tek ba\u015f\u0131na sat\u0131\u015f kayb\u0131na neden olmayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak s\u00fcrekli olarak uygunsuz i\u00e7eriklerle ili\u015fkilendirilen bir marka uzun vadede g\u00fcven ve itibar a\u00e7\u0131s\u0131ndan zarar g\u00f6rebilir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ve_Kullanici_Deneyimi\"><\/span><b>Brand Safety ve Kullan\u0131c\u0131 Deneyimi<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety yaln\u0131zca reklamverenin korunmas\u0131 a\u00e7\u0131s\u0131ndan \u00f6nemli de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kullan\u0131c\u0131n\u0131n reklam deneyimi de bu s\u00fcrecin bir par\u00e7as\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kullan\u0131c\u0131 rahats\u0131z edici bir i\u00e7erik t\u00fcketirken kar\u015f\u0131s\u0131na \u00e7\u0131kan reklam, markan\u0131n kullan\u0131c\u0131 deneyimindeki alg\u0131s\u0131n\u0131 etkileyebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle brand safety ayn\u0131 zamanda daha kaliteli reklam deneyimi olu\u015fturulmas\u0131na yard\u0131mc\u0131 olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reklam\u0131n do\u011fru ba\u011flamda g\u00f6sterilmesi, kullan\u0131c\u0131n\u0131n reklam\u0131 daha do\u011fal alg\u0131lamas\u0131n\u0131 ve marka mesaj\u0131n\u0131n i\u00e7erikle daha uyumlu hale gelmesini sa\u011flayabilir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Icin_Hangi_Araclar_Kullanilabilir\"><\/span><b>Brand Safety \u0130\u00e7in Hangi Ara\u00e7lar Kullan\u0131labilir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety i\u00e7in kullan\u0131lan ara\u00e7lar reklam platformuna ve kampanyan\u0131n yap\u0131s\u0131na g\u00f6re de\u011fi\u015febilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Platformlar\u0131n kendi i\u00e7erik uygunlu\u011fu kontrolleri temel katman\u0131 olu\u015fturabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bunun yan\u0131nda placement exclusion, negative keyword, content theme exclusion, inventory selection ve domain listeleri kullan\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Daha geli\u015fmi\u015f programatik kampanyalarda \u00fc\u00e7\u00fcnc\u00fc taraf brand safety ve suitability sa\u011flay\u0131c\u0131lar\u0131ndan yararlan\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Ads ve Display &amp; Video 360 \u00fczerinde \u00fc\u00e7\u00fcnc\u00fc taraf brand safety ve suitability \u00f6l\u00e7\u00fcmlemeleri de desteklenmektedir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu \u00e7\u00f6z\u00fcmler reklamlar\u0131n hangi i\u00e7erik kategorilerinde g\u00f6sterildi\u011fini ve belirlenen uygunluk kriterlerini kar\u015f\u0131lay\u0131p kar\u015f\u0131lamad\u0131\u011f\u0131n\u0131 analiz etmeye yard\u0131mc\u0131 olabilir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Olculur_mu\"><\/span><b>Brand Safety \u00d6l\u00e7\u00fcl\u00fcr m\u00fc?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Evet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand safety yaln\u0131zca &#8220;reklam\u0131m\u0131z uygunsuz bir i\u00e7erikte g\u00f6r\u00fcnmedi&#8221; \u015feklinde nitel olarak de\u011ferlendirilmek zorunda de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kampanyan\u0131n brand safety performans\u0131 \u00e7e\u015fitli metriklerle takip edilebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bunlar aras\u0131nda:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand-safe impression oran\u0131, brand suitability oran\u0131, riskli i\u00e7erik impression&#8217;lar\u0131, excluded placement say\u0131s\u0131, blocked impression oran\u0131, viewability, fraud oran\u0131 ve i\u00e7erik kategorisi baz\u0131nda impression da\u011f\u0131l\u0131m\u0131 bulunabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu metriklerin yan\u0131nda kampanya bazl\u0131 istisnalar da incelenmelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin toplam impression&#8217;\u0131n y\u00fczde 99&#8217;u g\u00fcvenli i\u00e7erikte ger\u00e7ekle\u015fmi\u015f olsa bile kalan y\u00fczde 1 \u00e7ok y\u00fcksek riskli bir i\u00e7erik kategorisinden olu\u015fuyorsa bu durum ayr\u0131ca de\u011ferlendirilmelidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Raporlarinda_Nelere_Bakilmali\"><\/span><b>Brand Safety Raporlar\u0131nda Nelere Bak\u0131lmal\u0131?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Bir brand safety raporu yaln\u0131zca ka\u00e7 impression&#8217;\u0131n engellendi\u011fini g\u00f6stermemelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ayn\u0131 zamanda reklamlar\u0131n nerede g\u00f6sterildi\u011fini, hangi i\u00e7erik kategorilerinde yo\u011funla\u015ft\u0131\u011f\u0131n\u0131 ve hangi placement&#8217;lar\u0131n risk olu\u015fturdu\u011funu ortaya koymal\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130yi bir raporlama yap\u0131s\u0131nda \u015fu sorular cevaplanabilir:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reklamlar hangi domain&#8217;lerde yay\u0131nland\u0131?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hangi i\u00e7erik kategorilerinde impression olu\u015ftu?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hangi placement&#8217;lar engellendi?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hangi risk kategorileri en y\u00fcksek paya sahip?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand safety filtreleri eri\u015fimi ne kadar azaltt\u0131?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CPM \u00fczerindeki etkisi ne oldu?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">G\u00fcvenli inventory&#8217;nin performans\u0131 nas\u0131l?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu sorular sayesinde brand safety yaln\u0131zca bir kontrol mekanizmas\u0131 olmaktan \u00e7\u0131kar ve medya optimizasyonunun par\u00e7as\u0131 haline gelir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Kampanya_Performansini_Dusurur_mu\"><\/span><b>Brand Safety Kampanya Performans\u0131n\u0131 D\u00fc\u015f\u00fcr\u00fcr m\u00fc?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Do\u011fru uygulan\u0131rsa zorunlu olarak d\u00fc\u015f\u00fcrmez.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak gere\u011finden fazla filtre kullan\u0131lmas\u0131 eri\u015fimi azaltabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6zellikle \u00e7ok s\u0131k\u0131 suitability ayarlar\u0131 daha az inventory&#8217;ye ula\u015f\u0131lmas\u0131na neden olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu da CPM&#8217;in y\u00fckselmesine veya kampanyan\u0131n yeterli hacme ula\u015famamas\u0131na yol a\u00e7abilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google da daha fazla exclusion kullan\u0131lmas\u0131n\u0131n baz\u0131 kampanyalarda eri\u015fimi azaltabilece\u011fini ve maliyetleri art\u0131rabilece\u011fini a\u00e7\u0131k\u00e7a belirtiyor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle brand safety ile performans aras\u0131nda bir denge kurulmal\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ama\u00e7:<\/span><\/p>\n<p><b>&#8220;En g\u00fcvenli kampanya&#8221;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">de\u011fil,<\/span><\/p>\n<p><b>&#8220;Markan\u0131n risk tolerans\u0131na uygun, yeterli eri\u015fimi koruyan ve kaliteli inventory kullanan kampanya&#8221;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">olu\u015fturmakt\u0131r.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ile_Performans_Arasinda_Denge_Nasil_Kurulur\"><\/span><b>Brand Safety ile Performans Aras\u0131nda Denge Nas\u0131l Kurulur?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u0130lk olarak markan\u0131n ger\u00e7ekten kritik riskleri belirlenmelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Daha sonra d\u00fc\u015f\u00fck, orta ve y\u00fcksek risk seviyeleri olu\u015fturulabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y\u00fcksek riskli i\u00e7erikler tamamen d\u0131\u015far\u0131da b\u0131rak\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Orta riskli i\u00e7erikler kampanya hedeflerine g\u00f6re de\u011ferlendirilebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00fc\u015f\u00fck riskli i\u00e7erikler ise performans ve eri\u015fim a\u00e7\u0131s\u0131ndan test edilebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu yakla\u015f\u0131m, kampanyan\u0131n gereksiz \u015fekilde daralt\u0131lmas\u0131n\u0131 \u00f6nleyebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ayr\u0131ca kampanya performans\u0131 ile suitability ayarlar\u0131 aras\u0131ndaki ili\u015fki d\u00fczenli olarak analiz edilmelidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Icin_Whitelist_ve_Blacklist_Kullanimi\"><\/span><b>Brand Safety \u0130\u00e7in Whitelist ve Blacklist Kullan\u0131m\u0131<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Whitelist, reklam\u0131n yaln\u0131zca \u00f6nceden belirlenmi\u015f g\u00fcvenilir yay\u0131nc\u0131 veya placement&#8217;larda g\u00f6sterilmesini sa\u011flar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Blacklist ise belirli domain, kanal, uygulama veya i\u00e7eriklerin kampanyadan \u00e7\u0131kar\u0131lmas\u0131na dayan\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whitelist daha kontroll\u00fc bir ortam sa\u011flayabilir ancak eri\u015fimi ciddi \u015fekilde azaltabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Blacklist ise daha geni\u015f eri\u015fim sunarken riskli kaynaklar\u0131n kampanyadan \u00e7\u0131kar\u0131lmas\u0131n\u0131 sa\u011flar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle iki y\u00f6ntemin kullan\u0131m alan\u0131 kampanyan\u0131n amac\u0131 ve risk tolerans\u0131na g\u00f6re belirlenmelidir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_ve_AI\"><\/span><b>Brand Safety ve AI<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Yapay zek\u00e2, brand safety alan\u0131nda da giderek daha fazla kullan\u0131lmaktad\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Geleneksel sistemlerde i\u00e7erik belirli anahtar kelimeler veya \u00f6nceden tan\u0131mlanm\u0131\u015f kategoriler \u00fczerinden s\u0131n\u0131fland\u0131r\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak ayn\u0131 kelime farkl\u0131 ba\u011flamlarda tamamen farkl\u0131 anlamlara gelebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin &#8220;bomb&#8221; kelimesi bir haber i\u00e7eri\u011finde farkl\u0131, bir yemek tarifinde farkl\u0131 veya bir \u00fcr\u00fcn tan\u0131m\u0131nda farkl\u0131 ba\u011flamlarda kullan\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle yaln\u0131zca keyword matching kullanmak yeterli olmayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yapay zek\u00e2 ve do\u011fal dil i\u015fleme teknolojileri i\u00e7eri\u011fin ba\u011flam\u0131n\u0131 daha iyi anlamaya yard\u0131mc\u0131 olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google da reklam politikalar\u0131n\u0131n uygulanmas\u0131nda yapay zek\u00e2 ve insan de\u011ferlendirmesini birlikte kulland\u0131\u011f\u0131n\u0131 belirtiyor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu geli\u015fme, gelecekte brand safety sistemlerinin yaln\u0131zca kelimeleri de\u011fil, i\u00e7eri\u011fin anlam\u0131n\u0131 ve ba\u011flam\u0131n\u0131 daha iyi de\u011ferlendirmesine yard\u0131mc\u0131 olabilir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Yapay_Zeka_Doneminde_Brand_Safety_Neden_Daha_Onemli\"><\/span><b>Yapay Zek\u00e2 D\u00f6neminde Brand Safety Neden Daha \u00d6nemli?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Yapay zek\u00e2 ile i\u00e7erik \u00fcretiminin h\u0131zlanmas\u0131 dijital ortamda yay\u0131nlanan i\u00e7erik miktar\u0131n\u0131 \u00f6nemli \u00f6l\u00e7\u00fcde art\u0131r\u0131yor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Art\u0131k \u00e7ok k\u0131sa s\u00fcrede b\u00fcy\u00fck miktarda metin, g\u00f6rsel ve video \u00fcretilebiliyor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu durum reklamverenlerin kar\u015f\u0131la\u015fabilece\u011fi i\u00e7erik havuzunu da geni\u015fletiyor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130\u00e7erik say\u0131s\u0131 artt\u0131k\u00e7a her i\u00e7eri\u011fin manuel olarak kontrol edilmesi daha zor hale geliyor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle otomatik i\u00e7erik s\u0131n\u0131fland\u0131rma, yapay zek\u00e2 destekli risk tespiti ve ger\u00e7ek zamanl\u0131 suitability kontrolleri daha \u00f6nemli hale gelebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gelecekte brand safety&#8217;nin temel sorusu yaln\u0131zca:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Bu i\u00e7erik g\u00fcvenli mi?&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">olmayacak.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bunun yan\u0131nda:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Bu i\u00e7erik hangi ba\u011flamda olu\u015fturuldu?&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Bu i\u00e7erik markamla uyumlu mu?&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Bu i\u00e7erik hedef kitlem i\u00e7in uygun mu?&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Bu i\u00e7erikte reklam\u0131m\u0131n g\u00f6r\u00fcnmesi marka alg\u0131m\u0131 etkiler mi?&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">gibi sorular da daha fazla \u00f6nem kazanacak.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Stratejisi_Nasil_Olusturulur\"><\/span><b>Brand Safety Stratejisi Nas\u0131l Olu\u015fturulur?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ba\u015far\u0131l\u0131 bir brand safety stratejisi olu\u015fturmak i\u00e7in \u00f6nce markan\u0131n risk profili belirlenmelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Her marka i\u00e7in ayn\u0131 exclusion listesi kullan\u0131lmamal\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6ncelikle markan\u0131n kesinlikle uzak durmas\u0131 gereken i\u00e7erikler belirlenmelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Daha sonra marka a\u00e7\u0131s\u0131ndan uygun olmayan ancak tamamen &#8220;unsafe&#8221; olarak de\u011ferlendirilmeyen i\u00e7erikler tan\u0131mlanmal\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bunun ard\u0131ndan kampanya hedefi, hedef kitle ve medya plan\u0131 de\u011ferlendirilmelidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Son a\u015famada ise platform bazl\u0131 kontroller olu\u015fturulmal\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu yap\u0131 \u015fu \u015fekilde d\u00fc\u015f\u00fcn\u00fclebilir:<\/span><\/p>\n<ol>\n<li><b> Marka risklerini belirle<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Markan\u0131n hangi i\u00e7eriklerden ka\u00e7\u0131naca\u011f\u0131 belirlenir.<\/span><\/p>\n<ol start=\"2\">\n<li><b> Brand safety floor olu\u015ftur<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Kesinlikle g\u00f6sterim yap\u0131lmamas\u0131 gereken i\u00e7erikler belirlenir.<\/span><\/p>\n<ol start=\"3\">\n<li><b> Suitability katman\u0131 olu\u015ftur<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Markan\u0131n \u00f6zel olarak ka\u00e7\u0131nmak istedi\u011fi i\u00e7erikler belirlenir.<\/span><\/p>\n<ol start=\"4\">\n<li><b> Platform ayarlar\u0131n\u0131 yap\u0131land\u0131r<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Inventory, placement, keyword ve content exclusion ayarlar\u0131 uygulan\u0131r.<\/span><\/p>\n<ol start=\"5\">\n<li><b> \u00dc\u00e7\u00fcnc\u00fc taraf do\u011frulama kullan<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Gerekli kampanyalarda ba\u011f\u0131ms\u0131z brand safety ve suitability \u00f6l\u00e7\u00fcm\u00fc ger\u00e7ekle\u015ftirilir.<\/span><\/p>\n<ol start=\"6\">\n<li><b> Kampanya sonras\u0131nda analiz yap<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Reklamlar\u0131n ger\u00e7ekten nerede g\u00f6sterildi\u011fi ve hangi i\u00e7erik kategorilerinde yo\u011funla\u015ft\u0131\u011f\u0131 incelenir.<\/span><\/p>\n<ol start=\"7\">\n<li><b> Liste ve kurallar\u0131 g\u00fcncelle<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Elde edilen sonu\u00e7lara g\u00f6re exclusion ve inclusion stratejileri geli\u015ftirilir.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safety_Kontrol_Listesi\"><\/span><b>Brand Safety Kontrol Listesi<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Bir dijital kampanya yay\u0131na al\u0131nmadan \u00f6nce a\u015fa\u011f\u0131daki kontroller ger\u00e7ekle\u015ftirilebilir:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Markan\u0131n riskli i\u00e7erik kategorileri belirlendi mi?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand safety ile brand suitability birbirinden ayr\u0131ld\u0131 m\u0131?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kampanyan\u0131n inventory seviyesi do\u011fru se\u00e7ildi mi?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gerekli placement exclusions tan\u0131mland\u0131 m\u0131?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Negatif keyword&#8217;ler olu\u015fturuldu mu?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Riskli i\u00e7erik temalar\u0131 hari\u00e7 tutuldu mu?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gerekli domain ve kanal listeleri haz\u0131rland\u0131 m\u0131?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00dc\u00e7\u00fcnc\u00fc taraf verification \u00e7\u00f6z\u00fcm\u00fc kullan\u0131lacak m\u0131?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Viewability kontrol edilecek mi?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ad fraud kontrol\u00fc yap\u0131lacak m\u0131?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kampanya sonras\u0131nda placement raporu incelenecek mi?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Filtrelerin eri\u015fim ve CPM \u00fczerindeki etkisi \u00f6l\u00e7\u00fclecek mi?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu kontrollerin tamam\u0131 uyguland\u0131\u011f\u0131nda brand safety kampanyan\u0131n son a\u015famas\u0131nda yap\u0131lan bir kontrol olmaktan \u00e7\u0131kar ve medya planlamas\u0131n\u0131n ba\u015flang\u0131\u00e7 noktas\u0131na ta\u015f\u0131n\u0131r.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Safetynin_Gelecegi\"><\/span><b>Brand Safety&#8217;nin Gelece\u011fi<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dijital reklamc\u0131l\u0131\u011f\u0131n gelece\u011finde brand safety&#8217;nin \u00f6nemi daha da artacakt\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bunun temel nedenlerinden biri reklam ekosisteminin giderek daha otomatik hale gelmesidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Programatik sat\u0131n alma, yapay zek\u00e2 destekli hedefleme, otomatik placement se\u00e7imi ve geni\u015fleyen i\u00e7erik ekosistemi reklamverenlerin \u00e7ok daha fazla inventory&#8217;ye eri\u015fmesini sa\u011fl\u0131yor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak eri\u015fim artt\u0131k\u00e7a kontrol edilmesi gereken i\u00e7erik say\u0131s\u0131 da art\u0131yor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle gelece\u011fin reklam teknolojilerinde yaln\u0131zca do\u011fru kullan\u0131c\u0131y\u0131 bulmak yeterli olmayacak.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ayn\u0131 zamanda reklam\u0131n:<\/span><\/p>\n<p><b>do\u011fru kullan\u0131c\u0131ya, do\u011fru i\u00e7erik ortam\u0131nda, do\u011fru ba\u011flamda ve do\u011fru marka mesaj\u0131yla<\/b><\/p>\n<p><span style=\"font-weight: 400;\">ula\u015fmas\u0131 gerekecek.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu da brand safety&#8217;yi medya sat\u0131n alma operasyonunun yard\u0131mc\u0131 bir fonksiyonundan \u00e7\u0131kar\u0131p stratejik bir konu haline getirecek.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Sonuc\"><\/span><b>Sonu\u00e7<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand safety, dijital reklamc\u0131l\u0131kta markalar\u0131n reklamlar\u0131n\u0131n zararl\u0131, uygunsuz veya marka de\u011ferleriyle \u00e7eli\u015fen i\u00e7eriklerin yan\u0131nda g\u00f6sterilmesini \u00f6nlemek i\u00e7in uygulanan strateji ve teknolojilerin b\u00fct\u00fcn\u00fcd\u00fcr.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ancak modern reklamc\u0131l\u0131kta yaln\u0131zca brand safety yakla\u015f\u0131m\u0131 yeterli de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Markalar\u0131n ayn\u0131 zamanda reklam\u0131n kendi hedefleri ve de\u011ferleriyle ne kadar uyumlu oldu\u011funu de\u011ferlendirmesi gerekir. Bu nedenle brand suitability kavram\u0131 da giderek daha \u00f6nemli hale gelmektedir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ba\u015far\u0131l\u0131 bir brand safety stratejisinin amac\u0131 m\u00fcmk\u00fcn olan her i\u00e7eri\u011fi engellemek de\u011fildir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ama\u00e7, markan\u0131n ger\u00e7ekten riskli i\u00e7eriklerden korunmas\u0131n\u0131 sa\u011flarken kampanyan\u0131n eri\u015fim ve performans potansiyelini gereksiz yere s\u0131n\u0131rland\u0131rmamakt\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6zellikle programatik reklamc\u0131l\u0131kta bu denge daha da \u00f6nemlidir. \u00c7\u00fcnk\u00fc otomatik sat\u0131n alma sistemleri sayesinde reklamverenler \u00e7ok geni\u015f bir inventory&#8217;ye ula\u015fabilirken ayn\u0131 zamanda reklam\u0131n bulundu\u011fu ba\u011flam \u00fczerindeki kontrol ihtiyac\u0131 da artmaktad\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle brand safety; ad fraud, viewability, brand suitability, contextual targeting ve inventory quality gibi konularla birlikte ele al\u0131nmal\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gelecekte yapay zek\u00e2 ve otomasyon reklam sat\u0131n alma s\u00fcre\u00e7lerinde daha fazla rol oynad\u0131k\u00e7a brand safety sistemlerinin de i\u00e7erikleri yaln\u0131zca anahtar kelimeler \u00fczerinden de\u011fil, <\/span><b>ba\u011flam, anlam, risk seviyesi ve marka uyumu<\/b><span style=\"font-weight: 400;\"> \u00fczerinden de\u011ferlendirmesi daha \u00f6nemli hale gelecektir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">K\u0131sacas\u0131 dijital reklamc\u0131l\u0131kta ba\u015far\u0131 yaln\u0131zca reklam\u0131n do\u011fru ki\u015fiye ula\u015fmas\u0131 de\u011fildir.<\/span><\/p>\n<p><b>Do\u011fru ki\u015finin kar\u015f\u0131s\u0131na, do\u011fru mesaj\u0131n, do\u011fru i\u00e7erik ortam\u0131nda ve markaya zarar vermeyecek do\u011fru ba\u011flamda \u00e7\u0131kmas\u0131d\u0131r.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle brand safety, g\u00fcn\u00fcm\u00fczde yaln\u0131zca bir reklam kontrol\u00fc de\u011fil; <\/span><b>marka itibar\u0131, medya kalitesi ve s\u00fcrd\u00fcr\u00fclebilir reklam performans\u0131n\u0131n temel par\u00e7alar\u0131ndan biridir.<\/b><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Sikca_Sorulan_Sorular\"><\/span><b>S\u0131k\u00e7a Sorulan Sorular<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_nedir\"><\/span><b>Brand Safety nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Brand safety, reklamlar\u0131n marka a\u00e7\u0131s\u0131ndan zararl\u0131, uygunsuz veya y\u00fcksek riskli i\u00e7eriklerin yan\u0131nda g\u00f6sterilmesini \u00f6nlemeye y\u00f6nelik strateji, teknoloji ve kontrol mekanizmalar\u0131n\u0131n b\u00fct\u00fcn\u00fcd\u00fcr.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_neden_onemlidir\"><\/span><b>Brand Safety neden \u00f6nemlidir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Brand safety, reklamlar\u0131n uygunsuz i\u00e7eriklerle ili\u015fkilendirilerek marka itibar\u0131na zarar vermesini \u00f6nlemeye yard\u0131mc\u0131 olur. Ayn\u0131 zamanda reklamverenin medya yat\u0131r\u0131mlar\u0131n\u0131 daha kontroll\u00fc \u015fekilde y\u00f6netmesini sa\u011flar.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_ile_Brand_Suitability_arasindaki_fark_nedir\"><\/span><b>Brand Safety ile Brand Suitability aras\u0131ndaki fark nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Brand safety genel olarak hi\u00e7bir markan\u0131n reklam vermek istemeyece\u011fi y\u00fcksek riskli i\u00e7eriklerden korunmay\u0131 ifade eder. Brand suitability ise belirli bir markan\u0131n kendi de\u011ferleri, hedef kitlesi ve ileti\u015fim stratejisine g\u00f6re hangi i\u00e7eriklerin uygun oldu\u011funu belirlemesidir.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_programatik_reklamcilikta_neden_onemlidir\"><\/span><b>Brand Safety programatik reklamc\u0131l\u0131kta neden \u00f6nemlidir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Programatik reklamc\u0131l\u0131k \u00e7ok geni\u015f bir inventory \u00fczerinde otomatik reklam sat\u0131n alma imk\u00e2n\u0131 sundu\u011fu i\u00e7in reklamverenlerin reklam\u0131n yay\u0131nland\u0131\u011f\u0131 i\u00e7erik ortamlar\u0131n\u0131 kontrol etmesi daha \u00f6nemli hale gelir.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_nasil_saglanir\"><\/span><b>Brand Safety nas\u0131l sa\u011flan\u0131r?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u0130\u00e7erik uygunlu\u011fu ayarlar\u0131, placement exclusions, negatif anahtar kelimeler, i\u00e7erik temas\u0131 filtreleri, whitelist, blacklist ve \u00fc\u00e7\u00fcnc\u00fc taraf brand safety \u00e7\u00f6z\u00fcmleri kullan\u0131labilir.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_reklam_performansini_dusurur_mu\"><\/span><b>Brand Safety reklam performans\u0131n\u0131 d\u00fc\u015f\u00fcr\u00fcr m\u00fc?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Gere\u011finden fazla filtreleme eri\u015fimi azaltabilir ve maliyetleri art\u0131rabilir. Bu nedenle brand safety kontrollerinin markan\u0131n ger\u00e7ek risklerine g\u00f6re yap\u0131land\u0131r\u0131lmas\u0131 gerekir. Google da a\u015f\u0131r\u0131 k\u0131s\u0131tlay\u0131c\u0131 suitability ayarlar\u0131n\u0131n eri\u015fimi s\u0131n\u0131rlayabilece\u011fini ve CPM&#8217;leri art\u0131rabilece\u011fini belirtiyor.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_ile_Ad_Fraud_ayni_sey_midir\"><\/span><b>Brand Safety ile Ad Fraud ayn\u0131 \u015fey midir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Hay\u0131r. Ad fraud sahte veya ge\u00e7ersiz reklam trafi\u011fi ve etkile\u015fimleriyle ilgilidir. Brand safety ise reklam\u0131n marka a\u00e7\u0131s\u0131ndan uygunsuz veya zararl\u0131 i\u00e7eriklerin yan\u0131nda g\u00f6sterilmesini \u00f6nlemeye odaklan\u0131r.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_ile_Viewability_arasindaki_fark_nedir\"><\/span><b>Brand Safety ile Viewability aras\u0131ndaki fark nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Viewability reklam\u0131n kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclebilir olup olmad\u0131\u011f\u0131n\u0131 \u00f6l\u00e7er. Brand safety ise reklam\u0131n hangi i\u00e7erik ortam\u0131nda ve hangi ba\u011flamda g\u00f6sterildi\u011fini kontrol eder.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safetyde_yapay_zeka_kullanilabilir_mi\"><\/span><b>Brand Safety&#8217;de yapay zek\u00e2 kullan\u0131labilir mi?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Evet. Yapay zek\u00e2, i\u00e7eriklerin ba\u011flam\u0131n\u0131 ve anlam\u0131n\u0131 analiz ederek riskli veya marka a\u00e7\u0131s\u0131ndan uygun olmayan i\u00e7eriklerin tespit edilmesine yard\u0131mc\u0131 olabilir.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_sadece_YouTube_ve_Display_reklamlarinda_mi_kullanilir\"><\/span><b>Brand Safety sadece YouTube ve Display reklamlar\u0131nda m\u0131 kullan\u0131l\u0131r?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Hay\u0131r. Brand safety ve suitability yakla\u015f\u0131m\u0131 programatik display, video, sosyal medya, mobil uygulamalar, arama partnerleri ve farkl\u0131 dijital reklam ortamlar\u0131nda uygulanabilir. Kullan\u0131labilen kontrol mekanizmalar\u0131 platforma ve inventory t\u00fcr\u00fcne g\u00f6re de\u011fi\u015fir. Google Ads de farkl\u0131 inventory kaynaklar\u0131 i\u00e7in farkl\u0131 i\u00e7erik uygunlu\u011fu kontrolleri sunmaktad\u0131r.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Safety_stratejisinde_en_onemli_konu_nedir\"><\/span><b>Brand Safety stratejisinde en \u00f6nemli konu nedir?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">En \u00f6nemli konu, markan\u0131n ger\u00e7ekten hangi i\u00e7eriklerden korunmas\u0131 gerekti\u011fini do\u011fru belirlemektir. Her i\u00e7eri\u011fi engellemek yerine markan\u0131n risk tolerans\u0131na uygun bir brand safety ve brand suitability \u00e7er\u00e7evesi olu\u015fturmak daha sa\u011fl\u0131kl\u0131 bir yakla\u015f\u0131md\u0131r.<\/span><\/p>\n<p>benzer blog yaz\u0131lar\u0131n\u0131 <a href=\"https:\/\/www.markatescilsorgulama.net\/blog\">buradan<\/a> g\u00f6r\u00fcnt\u00fcleyebilirsiniz.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand Safety Nedir? Dijital Kampanyalarda Brand Safety&#8217;nin \u00d6nemi Dijital reklamc\u0131l\u0131kta bir kampanyan\u0131n ba\u015far\u0131l\u0131 olmas\u0131 yaln\u0131zca do\u011fru hedef kitleye ula\u015fmak, y\u00fcksek t\u0131klama almak veya d\u00fc\u015f\u00fck maliyetle d\u00f6n\u00fc\u015f\u00fcm elde etmek anlam\u0131na gelmez. Reklam\u0131n nerede g\u00f6sterildi\u011fi de en az kime g\u00f6sterildi\u011fi kadar \u00f6nemlidir. Bir marka milyonlarca kullan\u0131c\u0131ya ula\u015fabilir, y\u00fcksek g\u00f6r\u00fcnt\u00fclenme elde edebilir ve ba\u015far\u0131l\u0131 bir kampanya performans\u0131 g\u00f6sterebilir. [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":1966,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48],"tags":[],"class_list":["post-1965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-pazarlama"],"views":181,"_links":{"self":[{"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/posts\/1965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/comments?post=1965"}],"version-history":[{"count":1,"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/posts\/1965\/revisions"}],"predecessor-version":[{"id":1968,"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/posts\/1965\/revisions\/1968"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/media\/1966"}],"wp:attachment":[{"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/media?parent=1965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/categories?post=1965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.markatescilsorgulama.net\/blog\/wp-json\/wp\/v2\/tags?post=1965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}