Brand Safety

Brand safety is the practice of ensuring your ads don't appear next to content that could damage your brand's reputation — hate speech, violence, misinformation, adult content, or controversial topics. It's a critical concern for programmatic and display advertising.

Brand Safety Measures

• Blocklists: Lists of sites/apps where your ads should never appear
• Allowlists: Pre-approved sites where your ads can appear
• Category exclusions: Blocking entire content categories
• Verification partners: Third-party tools (IAS, DoubleVerify, MOAT)

Why It Matters

A single screenshot of your ad next to controversial content can go viral and damage years of brand building. Major brands have pulled ad spend from platforms over brand safety concerns.