Brand safety in digital advertising is about protecting your brand’s reputation when you advertise. A primary brand safety risk in the context of online advertising is having your ad appear alongside inappropriate content, and audiences developing a negative opinion of your brand because of its association with that content.
Brand safety risks are a possibility in programmatic advertising—since ads are bought and sold through automated processes, buyers can't predict exactly where your ad will appear. In a study conducted by Integral Ad Science, 56% of US digital media professionals surveyed consider programmatic advertising to be vulnerable to brand risk incidents. Right behind programmatic was social media, with 55% of respondents saying they consider it to be vulnerable.
Wherever and however you advertise—desktop or mobile app, display or video, social media or connected TV—you need to reduce the risk that your ad may appear alongside content that’s not appropriate for your brand.