Brand Safety

Issue at a Glance

Online brand safety entails protecting a brand’s image and reputation from the negative influence of inappropriate and potentially harmful content when advertising online.

Brand safety has been a growing concern in recent years as a result of a rise in “fake news”, the surge of extremist voices on websites and on social media, growth in bot traffic, and concerns about the influence of online content on democracy and elections.

Many brands have adjusted their advertising strategies and budgets, and pulled ads, in response to their ads being placed next to undesirable content.