What actually is ... Brand Safety?

Together with AdFraud (click fraud) and visibility, brand safety is the third quality criterion in online advertising. Brand safety refers to the appropriate advertising environment in which an ad is placed. Advertising should be avoided on websites or in the vicinity of content that could damage the brand, such as illegal offers, catastrophes, violence or adult content. There are various ways to avoid such environments, which can have a negative impact on the brand:

• Only book advertising space within high-quality, editorially produced content (premium content)
• 100 percent human-generated traffic (Anti AdFraud)
• Use of in-house data layers to avoid advertising targeting on content that is not suitable for the brand
• No content overloaded with advertising (anti-ad cluttering)
• Continuous optimization of visibility values on premium advertising spaces (visibility)

Multiple approaches are used to create a safety net for the brand in order to achieve the best possible brand safety and advertising impact.

Term explained by: Stefan WagnerManaging Director at Goldbach Audience (Switzerland).