Brand safety in advertising refers to the measures taken to ensure that advertisements appear in environments that are safe and appropriate for the brand. In other words, it is the process of ensuring that the brand's reputation is not compromised by appearing in contexts that are potentially damaging or offensive.
Brand safety concerns are typically related to issues such as:
- Ad Fraud: Ads appearing on fake websites, apps, or bot traffic.
- Ad Misplacement: Ads appearing on inappropriate or unsafe content such as hate speech, fake news, extremist or violent content, etc.
- Ad Context: The context in which ads appear, for example, placing an ad for alcoholic beverages next to an article about a tragic accident involving drunk driving.
To ensure brand safety, advertisers typically use a combination of technologies, policies, and best practices. These measures can include pre-screening of inventory, blacklisting certain types of content, using third-party verification tools to ensure brand safety, and working with trusted publishers or platforms. By ensuring brand safety, advertisers can protect their brand's reputation and maintain consumer trust.