Channels & programmatic
Brand safety
Brand safety is the practice of preventing ads from appearing alongside content that damages the brand - through blocklists, allowlists, category exclusions and verification technology. Its refinement, brand suitability, tunes the standard to each brand's actual risk tolerance rather than a generic list.
In practice
Blunt keyword blocking has real costs: it defunds quality news and still misses context. Suitability frameworks and verification partners manage the trade-off more intelligently.
Safety settings belong in the plan and the activation QA, not in post-incident firefighting.