Are there any DSP platforms that support first-party data integration and strong brand safety controls?

Yes. Several DSPs support both first-party data integration and robust brand safety controls. Common examples include:

• The Trade Desk – Strong support for onboarding first-party data, audience segments, and brand safety features like inventory quality controls, viewability, fraud protection, and category/domain exclusions.
• Google Display & Video 360 (DV360) – Integrates well with Google’s data stack and third-party data partners; offers brand safety controls, suitability filters, inventory controls, and ads.txt/app-ads.txt support.
• Amazon DSP – Supports Amazon and advertiser first-party audiences, with brand safety and supply-path controls, especially strong within Amazon-owned and trusted inventory.
• Yahoo DSP – Offers first-party data onboarding and standard brand safety/suitability tools, though capabilities can vary by package and inventory source.
• Xandr / Microsoft Advertising DSP – Supports audience onboarding and brand safety protections; availability and feature depth may depend on market and product configuration.
• Adobe Advertising DSP – Can integrate first-party data and provides brand safety/supply controls, often used by enterprise advertisers.

When evaluating platforms, look for these specific features:

• First-party data onboarding: CRM, hashed email, offline conversions, CDPs
• Identity support: UID2, LiveRamp, publisher IDs, custom segments
• Brand safety/suitability: keyword blocking, domain/app allowlists and blocklists, content categories, contextual targeting
• Fraud and quality controls: IVT detection, viewability thresholds, ads.txt/app-ads.txt
• Supply transparency: PMP/PG support, supply-path optimization, seller verification

If you want, I can also give you a shortlist by budget, by B2B/B2C use case, or a feature comparison table.