Brand safety is an overall term for a variety of measures/controls designed to safeguard a brand’s image, reputation, and values when advertising online.
As many ad-buying processes are now automated, brand safety measures are applied to ensure ads are not placed on pages with harmful or inappropriate content. These measures include exclusion lists, ad verification, viewability checks, and fraud detection.
The IAB Tech Lab identifies the following brand safety categories as “sensitive topics”:
This standardization helps vendors and publishers categorize content, enabling advertisers to ensure it meets their brand safety guidelines.