Amsterdam, October 2025 – Draft Digital is the first Dutch agency to successfully implement Scope3’s Brand Standards within DV360, in collaboration with the financing platform BridgeFund.
The pilot delivered impressive results: a 30% lower CPA, +2% higher viewability, and a 50% decrease in cost per lead. This demonstrates that brand safety and performance not only work together seamlessly, but can actively reinforce one another.

A new standard for programmatic advertising

The programmatic landscape is becoming increasingly complex. With the rise of AI-generated content and the growing number of Made-for-Advertising sites, maintaining control over advertising environments is more challenging than ever. 

To tackle that challenge, Draft Digital became the first agency in the Netherlands to introduce Brand Standards — an AI-driven solution from Scope3 that evaluates content based on nuance and context, rather than relying on simple keyword blocking.

Instead of using a standard brand safety blocklist, an LLM agent (large language model) determines in real time whether a webpage is suitable to place a brand alongside. It evaluates context, brand values, fraud prevention, CO₂ emissions, and attention metrics.

“We are proud that Draft Digital was the first Dutch partner to implement Brand Standards. It shows how innovation and sustainability can go hand in hand.”
— Kate Moeller, Director  of Partnerships Europe, Scope3

Strategy, implementation and guidance by Draft Digital

Draft Digital oversaw the entire process: from the strategic development of the prompt to the technical implementation and A/B testing to make the impact measurable.
Together with BridgeFund, a Brand Standards prompt was developed that precisely defined which content is ‘aligned’ and ‘unaligned’ with the brand. The following, among others, was excluded:

• content related to violence, fraud, war, or sexually explicit material
  
• economic crises or negative policies affecting vulnerable groups
  
• puzzle, gaming, and radio sites
• In addition, preference was given to high-quality content in specific languages, including Dutch, Turkish, Arabic, French, German, Italian, Spanish, and English.

The prompt was then tested on 183,000 Dutch articles. With feedback from the team, the AI agent was continuously refined— a strong example of the ‘Human in the Loop’ process that Draft Digital prefers in its AI-driven approach.

Measurable impact on brand metrics and performancee

The pilot, carried out by Draft Digital in collaboration with BridgeFund, delivered compelling results:

• +2% higher viewability (from 84% to 86%)
  
• –30% lower CPA
  
• +3% more ad exposure >10 seconds (from 36.87% to 39.61%)
  
• –50% decrease in Cost per Lead in an A/B test between two line items

The insights confirm that brand safety does not have to come at the expense of performance. By using context more intelligently, greater impact was achieved with less advertising waste.

“With this approach, we were able to define much more precisely where our ads did and did not belong. That gave us greater control and noticeably better results.”
— Mark Hoekx, Performance Marketeer, BridgeFund

The next step: moving toward agentic advertising

Following the success of the pilot, Draft Digital is now working on the structural integration of Brand Standards across its full programmatic approach. BridgeFund is one of the first partners to also apply this structurally within its campaigns.
The next step? Testing with Brand Stories — an advanced LLM solution that personalizes ads in real time based on audience segmentation.

“Agentic advertising is the future. With this technology, brands like BridgeFund can advertise at scale, internationally, and with meaningful relevance. We’re excited for what comes next.”
— Aliks Roling, Digital Marketing Consultant, Draft Digital