Brand safety
Brand safety is the set of measures that keep an ad from appearing next to content that could harm the brand’s image.
In programmatic buying the advertiser does not choose each page where the ad runs, so rules are needed: exclusion lists, blocked content categories, third-party verification and deals with trusted publishers. The goal is to keep the brand away from violent news, misinformation or low-quality sites.
It goes hand in hand with brand suitability, which not only avoids what is harmful but looks for environments that suit each brand’s tone. Guaranteeing a safe environment is one of the steps in 014ON’s method.
