Adtech glossary
Brand Safety in one paragraph
Brand safety is the practice of ensuring ads appear only alongside content that fits the advertiser’s standards — professionally produced, non-offensive, and contextually appropriate. It covers publisher quality, content category blocking, and fraud prevention, protecting how the brand is perceived by association.
Streaming TV is structurally brand-safer than open web display or user-generated video because inventory comes from professionally produced shows and films on curated apps.
Regulated industries — healthcare, finance, insurance — treat brand safety as a requirement, not a preference, which is why premium, vetted inventory matters more than the lowest CPM.
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