First-of-its-kind custom solution prioritizes advertisers’ brand safety and campaign performance

Assembly, a leading media company part of the Stagwell challenger network, announced today the launch of Assembly Control, a proprietary brand safety and suitability solution built to give advertisers greater control over where their ads appear while unlocking stronger media performance. The product will officially roll throughout the month of July, supported globally from Assembly’s hubs in New York, London, Singapore, and Dubai.

Assembly Control was built in partnership with a leading ad verification and measurement platform for digital media and was specifically customized for the agency’s needs. The platform incorporates Assembly’s proprietary approach to inventory categorization, tailored inclusion lists, and advanced suitability controls and provides advertisers with a safer, more accountable, and higher-performing programmatic investment environment.

Marketing Technology News: MarTech Interview with Krish Mantripragada, Chief Product Officer @ Seismic

“Programmatic advertising remains one of the most effective but complex channels for brands today,” said Matt Adams, Global Chief Operations Officer at Assembly. “Assembly Control is more than a risk management tool. It’s a strategic lever for media performance, ensuring our clients show up in the right places, with the right partners, while delivering better business outcomes. Supply is the difference in programmatic.”

Programmatic advertising continues to be one of the fastest growing and most complex areas of digital media, accounting for over 90% of US digital display ad spend (IAB, 2024). Despite its scale and efficiency, programmatic carries inherent risks like ad misplacement, fraud, and brand suitability concerns that can undermine campaign value and brand reputation.

Marketing Technology News: Why Responsible AI Principles Matter for Advertisers

“Advertisers need their media dollars working harder than ever,” said Wayne Blodwell, Global SVP of Programmatic at Assembly. “With Assembly Control, we’re not just protecting our clients’ brands, we’re also actively driving campaign performance through smarter, more responsible programmatic buying.”

Key features of Assembly Control include:

• Improved campaign outcomes through more strategic inventory selection
• Reduction of brand safety and suitability risks across publishers, apps, and environments
• Prevention of media investment with fraudulent or non-compliant partners
• Tiered controls based on advertiser’s approach to safety and suitability
• Proprietary inclusion list of publishers and sellers

With a target of 75% client adoption globally by the end of 2025, Assembly Control marks a significant milestone in Assembly’s continued investment in programmatic leadership and operational excellence.