Brand safety is an important concern for both advertisers and publishers. To ensure that a brand is displayed in a safe and appropriate environment, measures need to be taken to protect it. In this article, we will provide a review of the importance of brand safety and how publishers and advertisers can ensure that their brand is displayed in a safe environment.
What is Brand Safety?
Brand safety refers to the measures that publishers and advertisers take to ensure that their brands are not displayed in inappropriate or offensive content. This can include content that is considered racist, sexist, violent, or otherwise offensive.
Why is Brand Safety Important?
Brand safety is important for several reasons. Firstly, a brand can be harmed if it is displayed in an inappropriate environment. This can lead to a loss of consumer trust and ultimately a loss of revenue. Additionally, displaying a brand in an inappropriate environment can damage the brand’s reputation.
How to Ensure Brand Safety?
There are several measures that publishers and advertisers can take to ensure brand safety. Here are some of them:
Set Brand Safety Guidelines
Publishers and advertisers should establish clear guidelines to ensure that their brand is displayed in a safe environment. This can include creating keyword lists to avoid, as well as setting quality standards for the content in which the brand is displayed.
Utilize Brand Safety Technology
There are various technologies available that can help ensure brand safety.
For example, some advertising platforms offer brand safety filters that can be used to prevent a brand from being displayed in inappropriate content.
Monitor Content in Real-Time
Publishers and advertisers should monitor content in real-time to ensure that their brand is not being displayed in inappropriate content. This can be done through the use of automated monitoring tools or by hiring a team to manually monitor the content.
Conclusion
In summary, brand safety is an important concern for both publishers and advertisers. By setting clear guidelines, utilizing brand safety technology, and monitoring content in real-time, it is possible to ensure that the brand is displayed in a safe and appropriate environment. In doing so, the brand can be protected against reputation damage and revenue loss.
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