Brand safety is the full set of measures taken to keep ads from appearing next to content that would damage the brand. On display networks, video platforms and campaigns with automatic placements, where the ad shows up is not under the brand's control by default. Placement reports and exclusion lists take that control back.
Three tools are used in practice: reading the placement report regularly, adding unsuitable sites and channels to the exclusion list, and switching off sensitive categories in campaign settings. Control is more limited in automated campaign types; even there, brand exclusion lists and content suitability levels can be set. The second dimension is other advertisers using the brand name in their own ads. The third is the influencer side: if a creator's past posts are not reviewed before the collaboration, the brand can end up inside an argument it cannot control.
Three tools are used in practice: reading the placement report regularly, adding unsuitable sites and channels to the exclusion list, and switching off sensitive categories in campaign settings. Control is more limited in automated campaign types; even there, brand exclusion lists and content suitability levels can be set. The second dimension is other advertisers using the brand name in their own ads. The third is the influencer side: if a creator's past posts are not reviewed before the collaboration, the brand can end up inside an argument it cannot control.
Three tools are used in practice: reading the placement report regularly, adding unsuitable sites and channels to the exclusion list, and switching off sensitive categories in campaign settings. Control is more limited in automated campaign types; even there, brand exclusion lists and content suitability levels can be …
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