Brand safety

Brand safety is a digital marketing definition referring to channels and practices meant to help advertisers avoid any placement or context that could potentially harm the advertiser’s brand or reputation.

What is brand safety?

This term will usually refer to channels excluding sexual content, violence, hate speech, and other harmful content types along these lines.

Why is brand safety important?

Brands are very sensitive as to their representation.

As fraudsters usually look for loopholes and market gaps they could exploit to make a bigger profit, they will often try and place sensitive brand-safe campaigns offering higher payouts in non-brand safe placements, typically available for a cheaper price.

This is where domain or app mimicking could also come into play, as fraudsters will try to present low quality placements as ones of higher quality, by using their names and domains, manipulating server messages in the process.

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