Generally, brand safety refers to doing your best to protect your brand's reputation while advertising online. This usually involves making sure that your advertisement (or logo) does not accidentally appear alongside unsavory, inappropriate, or irrelevant content when advertising online.
Typical examples of brands appearing in a "unsafe" environment would be an airline ad next to an article about a plane crash or an ad for a cookie brand next to an article about the benefits of gluten-free eating.
In the digital age, where advertising impressions are sourced and sold in fractions of seconds, it is vitally important for marketers to know how to control how the ads appear based on the context in which they appear.
There are a number of challenges to brand safety that marketers need to be aware of.
There are several categories of brand safety, including:
Hearst UK complained of some of their content being blocked, thus resulting in lost ad revenue, because of references to the Duke and Duchess of Sussex , due to the last three letters of “Sussex.