Brand Safety

As businesses grow and expand, they tend to face a lot of competition. In this competitive world, companies often strive to maintain their brand reputation, brand protection, and brand trust. That's where brand safety comes in. In simple terms, brand safety is the process of ensuring that a company's brand assets are protected from any negative or inappropriate association.

In this post, we'll answer the six most popular questions about brand safety:

1. What is Brand Safety?

Brand safety refers to the measures taken by marketers and advertisers to ensure that their brand is not associated with inappropriate content or messages. This can include anything from avoiding negative or controversial topics to ensuring that ads are served only in safe and appropriate environments.

2. Why is Brand Safety Important?

Brand safety is important because it helps companies protect their brand reputation, which can be easily tarnished if there are any negative associations with inappropriate content. By ensuring that their ads are served only in safe and appropriate environments, companies can avoid any damage to their brand image.

3. What Are the Risks of Not Prioritizing Brand Safety?

The risk of not prioritizing brand safety can be significant. If a company's ads appear next to inappropriate content or messages, it can lead to negative associations with the brand. This can damage the company's reputation and potentially lead to a loss of customers.

4. What Are Some Examples of Brand Safety Measures?

Some examples of brand safety measures include using ad verification tools to ensure that ads are served only in safe and appropriate environments, avoiding controversial topics or sensitive issues in ads, and monitoring social media channels for any negative comments or feedback.

5. Who Is Responsible for Ensuring Brand Safety?

Ensuring brand safety is typically the responsibility of the marketing and advertising teams within an organization. However, it should also be a priority for all employees who are involved in managing the company's brand reputation.

6. How Can Companies Ensure Brand Safety?

To ensure brand safety, companies can take a number of steps, including:

  • Using ad verification tools to monitor where their ads are being served
  • Avoiding controversial or sensitive topics in ads
  • Monitoring social media channels for any negative feedback
  • Establishing clear guidelines for all employees on brand safety
  • Regularly reviewing and updating brand safety policies and procedures

In conclusion, brand safety is crucial for ensuring a strong brand reputation, trust, authority, and management. By taking proactive measures to ensure that their brand assets are protected from negative or inappropriate associations, companies can maintain a positive image and avoid any damage to their reputation.


  1. "Brand Safety Playbook" by DoubleVerify
  2. "Brand Protection: Managing Advertising and Marketing Content Risk" by Paul D. Lanois
  3. "The Power of Brand Protection" by Maria Ressa
  4. "Brand Safety: A Guide for Marketers" by Eric Webb
  5. "The Ultimate Guide to Brand Safety" by IAB Europe
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