Brand Safety describes the delivery of advertising inventory to websites that fit the brand or image of the advertiser.
In digital marketing, it is not just important to deliver as many ad impressions as possible to potential customers. But it has become more and more important for advertisers to make sure they can guarantee a good advertising quality. That means advertisers usually want a good visibility for their ads and they want a trustworthy environment to present their brand in.
Therefore, advertisers constantly try to only deliver their ads through publishers that produce clean content for their websites. Otherwise, doubtful or offensive content of a publisher could influence the advertising message in a bad way and damage the advertiser’s brand and reputation.
Websites with a bad influence on the brand safety could be websites which contain adware or malware, provide sexually explicit material or illegal downloads and so on.