With the move towards digital marketing, and specifically programmatic advertising, brand safety has become a growing concern for marketers and advertisers, and its importance has increased. Major brands have responded by cutting advertising budgets and pulling their ads off online advertising and social media platforms after finding their ads were placed next to undesirable content . While these categories represent common risky environments, it is important for every brand to define what is considered unsafe for them . Airlines, for example, might not want their ads to appear next to breaking news about a plane crash. Brand safety measures To ensure brand safety, advertisers can opt for buying ad space directly from trusted publishers . This allows advertisers and publishers to work through the brand safety concerns and to pursue direct recourse when the agreement is not URL Advertisers and publishers may also employ third-party vendors of brand safety solutions that can be integrated into the advertising system. Other common preventive measures are black-lists of unsafe sites to avoid, or a white-lists of safe sites for advertising . The ads.txt (Authorized Digital Sellers) initiative from the IAB is designed to allow online media buyers to check the validity of the sellers from whom they buy.
In response to ads being placed next to undesirable content, companies have cut advertising budgets and pulled ads from online advertising and social media platforms . In addition, companies will often define specific unsafe categories based on the brand itself . Airlines, for example, might not want their ads to appear next to breaking news about a plane crash. Brand safety measures To ensure brand safety, advertisers can buy ad space directly from trusted publishers , allowing them to directly address brand safety URL Advertisers and publishers may also employ third-party vendors of brand safety services that can be integrated into the advertising system. Other common preventive measures are black-lists of unsafe sites to avoid, or a white-lists of safe sites for advertising . The ads.txt (Authorized Digital Sellers) initiative from the IAB is designed to allow online media buyers to check the validity of the sellers from whom they buy.
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With the move towards digital marketing, and specifically programmatic advertising, brand safety has become a growing concern for marketers and advertisers, and its importance has increased. Major brands have responded by cutting
In response to ads being placed next to undesirable content, companies have cut
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pulling their ads off
pulled ads from
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after finding their ads were placed next to undesirable content
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While these categories represent common risky environments, it is important for every brand to define what is considered unsafe for them
In addition, companies will often define specific unsafe categories based on the brand itself
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opt for buying
buy
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. This allows advertisers and publishers to work through the brand safety concerns and to pursue direct recourse when the agreement is not
, allowing them to directly address brand safety
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solutions
services