Assembly Introduces ‘Assembly Control’ to Strengthen Brand Safety, Suitability, and Performance in Programmatic Advertising

Assembly, the leading media company within the Stagwell challenger network, announced the launch of Assembly Control, its proprietary brand safety and suitability solution designed to give advertisers unparalleled control over ad placements while driving stronger programmatic results. The platform will roll out throughout July, with support from Assembly’s global hubs in New York, London, Singapore, and Dubai.

Built in partnership with a top ad verification and measurement provider and tailored to Assembly’s exacting requirements, Assembly Control combines:

• Proprietary Inventory Categorization: A custom taxonomy that accurately reflects brand and content needs.
• Tailored Inclusion Lists: Highly curated site and app lists that match each advertiser’s targets.
• Advanced Suitability Controls: Granular settings to manage context, content, and audience alignment.

These capabilities create a safer, more transparent environment for programmatic investment—and unlock performance gains by ensuring ads appear in the most relevant and brand-aligned contexts.

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“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 now accounts for over 90% of U.S. digital display ad spend , yet its scale brings risks—ad misplacement, fraud, and unsuitable environments can erode both campaign returns and brand reputation. Assembly Control addresses these challenges head-on, giving marketers the confidence to invest more aggressively in programmatic.

“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.”