Brand safety — Brand safety

For an advertiser, brand safety is a guarantee that its offer will not be shown on a doubtful site. For a store, it is a guarantee that betting, loans or a competitor's ad will not show up on its thank-you page.

In ThanklyClub, prohibited categories (betting, crypto trading, loans, tobacco, 18+) are never shown. Sensitive ones (banks, insurance, supplements, alcohol, dating) are shown only if the store turned them on itself. Specific domains can be added to a blocklist.

Example

For example, a kids' store turns on only apps, photo printing and grocery delivery. Even if an alcohol offer pays €25 per customer, it will not appear on that store's page.

How to calculate it / how it works

In ThanklyClub, safety rests on four levels. Level 1: prohibited categories are never shown. Level 2: sensitive ones are shown only in stores that turned them on manually. Level 3: AI reads the store's catalog and hides competing offers. Level 4: the store adds specific domains to a blocklist.

For example, a kids' store turns on only apps, photo printing and grocery delivery. An alcohol offer pays €25 per customer, but it will not appear on that store's page: alcohol is a sensitive category, and the store did not turn it on.

Where it shows up in ThanklyClub and common mistakes

A store manages the block from its dashboard: it turns categories on and off, reads AI recommendations (allow, block, review) and blocks domains. The plugin enforces the rules itself: prohibited categories are always block, and sensitive ones never get allow automatically.

• Leaving all categories on without reading the AI recommendations.
• Turning on sensitive categories without thinking about the store's audience.
• Not updating the domain blocklist.
• Confusing brand safety with a competitor filter: it is broader, and covers both context and the offer's category.

FAQ