The set of measures ensuring your ads don't appear in contexts harmful to your brand.
Brand safety aims to exclude problematic environments — hateful content, disinformation, fraudulent sites, inappropriate contexts — from your ad delivery. It relies on exclusion lists, third-party verification tools (IAS, DoubleVerify) and contextual targeting.
An ad displayed next to toxic content can do more damage than the campaign brings benefits. It's also a fraud issue: part of open programmatic inventory is bot-generated.
"We work by inclusion (whitelists of verified publishers) rather than mere exclusion, and audit verification reports monthly — the rate of impressions actually seen by humans is a contractual KPI."
Let's conduct an audit of your metrics together to identify your true growth levers.
