Advertising
Brand Safety
Brand safety refers to the measures taken to protect a brand's reputation by ensuring its advertisements do not appear alongside inappropriate, harmful, or offensive content. It is a critical concern in programmatic advertising where ad placement is automated.
Examples
A family brand discovers its ads appearing next to extremist content on YouTube and implements brand safety tools to block placement on unsafe channels and topics.
Best Practices
Use brand safety verification tools, maintain inclusion and exclusion lists, regularly audit placements, define brand safety standards before campaigns launch, and work with GARM-aligned partners.