Brand Safety Definition

brand safety definition

What is Brand Safety?

Brand safety definition: brand safety refers to the safeguards used by advertising platforms to ensure a brand’s identity is not damaged by using their service.

Brand safety typically avoids placing advertisements near, or within, content and forums that could detract or juxtapose the true meaning of the ad.

For example:

Ads placed near sensitive content about:

  • Military conflict
  • Political opinions
  • Illicit drugs
  • Pornography
  • Hate speech
  • Terrorism

Could be truly damaging to a brand’s reputation.

Brand safety also involves ensuring your advertisements do not feature near content that opposes your brand message.

Jack Link’s Beef Jerky, for example, needs brand safety measures to ensure their Facebook ads are not targeted to vegans on their platform.


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