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The challenge of ensuring all ads are placed within brand safe environments exists across all types of media. It is not new or specific to online advertising. TV or print ads can inadvertently run in between programs or adjacent to articles covering sensitive social topics which are misaligned with a brand’s specific values.

The unique challenge of contextual brand safety online arises from the volume and speed of content created, shared and consumed when combined with the application of technology which allows monetisation via and targeting of ads to desired audiences across all content. In addition, the capacity to measure and evaluate where a single ad appears provides more insight on risks and higher expectations around managing these risks.