The trend for buying cheap digital media, while overlooking the context within which online ads are placed, has put the issue of brand safety firmly on marketers’ agenda. As such, marketing leaders have called for greater transparency in the digital media supply chain. Keeping their brands safe online is a major challenge for modern-day marketers. This involves being aware of, and assessing, the context within which their brands appear in the online environment. Digital advertising that appears in inappropriate contexts or appears next to questionable content can potentially damage a brand’s reputation. And waste precious ad dollars.


Brand safety deals with issues around ad fraud, fake ads and the illegal, illegitimate and inappropriate placement of advertising content, specifically, digital display, video and native ads.

Brand safety is concerned with ensuring advertising appears in an appropriate and relevant context online so that a brand’s reputation is not damaged.

Key Insights

1. Google and Facebook are still facing pressure about brand safety