What is Brand Safety?
Brand safety refers to the practices and technologies that protect a brand's reputation by controlling where its advertisements appear. The goal is to prevent ads from being displayed alongside content that could be harmful, offensive, or misaligned with brand values.
Studies show that ads appearing next to inappropriate content can significantly damage brand perception and reduce purchase intent by over 20%.
Brand Safety vs. Brand Suitability
| Concept | Definition | Approach |
|---|---|---|
| Brand Safety | Avoiding universally unsafe content | Industry-wide blocklists |
| Brand Suitability | Content appropriate for YOUR brand | Customized targeting |
GARM Brand Safety Categories
The Global Alliance for Responsible Media (GARM) defines content categories for brand safety:
| Category | Risk Level | Examples |
|---|---|---|
| Adult & Explicit Sexual | High | Pornography, explicit content |
| Arms & Ammunition | High | Weapons, military content |
| Crime & Harmful Acts | High | Violence, terrorism |
| Death, Injury, Military | Medium-High | Graphic war footage |
| Debated Sensitive Topics | Medium | Politics, religion |
| Illegal Drugs/Substances | High | Drug use, promotion |
| Spam/Malware | High | Malicious sites |
| Hate Speech | High | Discrimination, hate groups |
| Misinformation | High | Fake news, conspiracy |
The Cost of Brand Unsafe Placements
Research shows ads next to unsafe content reduce purchase intent by 22%, damage brand trust by 16%, and increase negative brand associations by 8x.
Brand Safety in Mobile Advertising
In-App Considerations
- App Content: What type of app is showing the ad
- User-Generated Content: Comments, forums within apps
- Adjacent Apps: Apps advertised alongside yours
- Contextual Relevance: Does placement match brand values
Mobile-Specific Risks
- Fake Apps: Malicious apps with misleading names
- Inappropriate Games: Violence, gambling disguised as casual
- SDK Spoofing: Traffic from non-existent placements
- Made for Advertising (MFA): Low-quality content farms
Pro Tip: Inclusion Lists Over Exclusion
Instead of trying to block all unsafe content (exclusion), consider running on vetted, approved placements (inclusion). While reach may be lower, brand safety is guaranteed.
Brand Safety Solutions
| Solution | Type | Key Features |
|---|---|---|
| DoubleVerify | Verification | Real-time blocking, category avoidance |
| IAS | Verification | Context analysis, sentiment detection |
| Oracle Moat | Verification | Brand safety scoring, viewability |
| Pixalate | Mobile-focused | App-level fraud detection |
Best Practices
- Define Your Standards: Document what's safe/suitable for your brand
- Use Verification Partners: Third-party monitoring and blocking
- Create Inclusion Lists: Approved publishers and apps
- Monitor Continuously: Brand safety is ongoing, not one-time
- Review Reports: Analyze where ads actually appeared
- Update Blocklists: Keep exclusion lists current