Brand Safety

Brand safety refers to the strategies and tools used to ensure a brand’s advertisements don’t appear alongside inappropriate, offensive, or harmful content online. It protects a brand’s reputation by maintaining its association with trustworthy and aligned media environments.

Brand safety measures include blacklists, whitelists, contextual targeting, and partnerships with verification platforms to avoid content related to violence, hate speech, misinformation, or adult themes. Maintaining brand safety is especially important in programmatic and influencer advertising, where placements can be less predictable.

Example:

A family-friendly food brand uses brand safety tools to prevent its ads from being displayed on videos containing profanity, political controversy, or health misinformation on YouTube or other social platforms.