Brand safety
Brand safety refers to the strategies and measures implemented by advertisers and marketers to ensure that their brand's image and reputation are not negatively impacted by association with inappropriate or harmful content. This concept is particularly relevant in the context of digital advertising, where ads are often placed on websites or platforms using automated systems, such as programmatic advertising, which can inadvertently result in ads appearing next to offensive, controversial, or damaging content.
The main goals of brand safety are to protect a brand's reputation, maintain customer trust, and prevent potential financial losses due to adverse publicity or decreased consumer confidence. To achieve these objectives, businesses employ various techniques and tools to monitor and control where their ads appear online, including:
- Blacklists and whitelists: Blacklists are lists of websites or content categories that advertisers want to avoid, while whitelists include pre-approved websites that are considered safe for advertising. By using these lists, advertisers can filter out unsafe environments for their ads.
- Ad verification services: These third-party services help ensure that ads are displayed in the intended context and on appropriate websites. They monitor ad placements in real-time and flag any violations of brand safety guidelines.
- Content classification: Using artificial intelligence and machine learning, content classification tools analyze and categorize online content based on its topic, sentiment, and potential risk level, allowing advertisers to make informed decisions about ad placements.
- Direct partnerships: Building direct relationships with trusted publishers and ad networks can help advertisers gain more control over where their ads appear and minimize the risk of brand safety issues.
In addition to these strategies, advertisers should establish clear brand safety guidelines and policies, communicate them to their marketing teams and partners, and regularly review and update them to adapt to the evolving digital landscape.
In conclusion, brand safety is the practice of implementing strategies and measures to protect a brand's image and reputation from being negatively impacted by association with inappropriate or harmful content, particularly in the context of digital advertising.
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