• A brand’s ad placement has been found to influence perception of the brand or product
• Placements are targeted to people, not a location
• Brand safety is the practice of ensuring your brand only appears in placements that align with your values and uphold its reputation

With consumers equating your brand to its placements, defining and maintaining your brand safety is critical. Implementing brand safety requires defining unsuitable topics and applying tools like filters and exclusion lists to control ad placements. Continuous monitoring and finding a balance between strict controls and sufficient reach are essential for both advertisers protecting their spend and publishers maintaining credibility.