Brand safety tools | Viewability, transparency and brand safety

Where scale and

safety co-exist


UnrulyX is uniquely powered by emotional data to help advertisers better engage a global audience of 1.2bn people on brand-safe, premium sites and smash their campaign goals.

How we help advertisers meet their goals



UnrulyX video marketplace

Our data-driven marketplace delivers more engaged views through polite, reader-friendly formats and unique data.

Premium media

Ads run on trusted titles are 85% more likely to drive customer acquisition (source: IPA). By working with Unruly, advertisers benefit from our direct premium media relationships and our priority access to News Corp owned sites.

Emotional data

Emotional ads deliver a 23% uplift in sales volume (source: Nielsen Consumer Neuroscience). UnrulyEQ is a unique content testing and targeting solution built from first-party data, that provides deep analysis of the impact of ads.

Brand safety

We are certified by industry bodies including TAG, DTSG and JicWebs. UnrulyX Shield ensures all ads are delivered in safe, fraud-free environments.


Why work with Unruly?

We’re the video marketplace you can trust. Our unique emotional testing and targeting capabilities, exclusive premium inventory and industry-leading brand safety certifications mean Unruly is the leading choice for advertisers looking to distribute awesome, impactful video campaigns.

GDPR – Unruly’s commitment to data clarity

At Unruly data is very much at the heart of what we do. Keeping user data safe and increasing transparency are important to us, and we are ensuring compliance with the GDPR.

Here’s how:

  • We have adopted the IAB GDPR Transparency & Consent Framework
  • We have published our GDPR Commitment Statement and comprehensive FAQs to make our position and practices clear
  • We have a dedicated internal team focused on the GDPR, who are working closely with our parent company, News UK to ensure all of our processes and practices are GDPR-compliant

What about our first-party data?

Unruly’s targeting capabilities are based on unique first-party data, collected through an opt-in process that has already been rigorously audited. This means you can continue to supercharge your campaigns with UnrulyEQ Max and UnrulyEQ Lite, our pre-testing tools, and UnrulyEQ Lift for post-testing. You can also purchase our deeper Playbook reports and our audience targeting products including Custom Audiences (eg. Real Audiences, Emotional Audiences, Intender Audiences and more) and Popular Audiences (eg. Seasonal Audiences, Mover Audiences, Personality Audiences and more).

If you’ve got any questions or concerns, just ask us.


Media Professionals Are GDPR’d Out.
Media Professionals Are GDPR’d Out.

But are regular people aware of the new regulations - and what does it mean for brand trust?  We asked 4,000 people.

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News UK, Guardian News & Media And The Telegraph Launch The Verified Marketplace
News UK, Guardian News & Media And The Telegraph Launch The Verified Marketplace

News UK, Guardian News & Media and The Telegraph have joined forces to launch The Verified Marketplace, a premium publishers’ marketplace for outstream video ad inventory. The Verified Marketplace will...

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What makes an ad tech partner trustworthy?
What makes an ad tech partner trustworthy?

At Unruly we wanted to better understand what trust means for ad tech in 2018 and how advertisers are navigating these uncertain waters.

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