{"id":677,"date":"2023-01-29T14:09:56","date_gmt":"2023-01-29T14:09:56","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=677"},"modified":"2023-01-29T14:09:56","modified_gmt":"2023-01-29T14:09:56","slug":"brand-safety-in-advertising-what-publishers-need-to-know","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2023\/01\/29\/brand-safety-in-advertising-what-publishers-need-to-know\/","title":{"rendered":"Brand-Safety in Advertising: What Publishers Need to Know"},"content":{"rendered":"
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Firstly,\u00a0what is brand safety in advertising\u00a0and why do we need it? It has always been a challenge for advertisers to control their ad stack, leading to a lot of transparency issues and brand safety concerns.With today\u2019s more advanced algorithms contributing to programmatic advertising, companies are still surprised to see the different places their ads end up online.<\/p>\n

By targeting ads to specific audiences, rather than specific locations, it is all too easy for somebody\u2019s ad to accidentally end up playing alongside an illegal or inappropriate video. And with over\u00a060% of U.S. adults considering a brand\u2019s reputation<\/a>\u00a0above all else when making purchasing decisions, keeping your brand safe is more important than ever. Instead of allowing your brand to be forever tarnished by a misfortunate ad placement, you can educate yourself about the biggest advantages of\u00a0brand safety in advertising\u00a0and avoid a PR crisis.<\/p>\n

At Insticator, we integrate the top safety and security features as part of our\u00a0Full Ad Management<\/a>\u00a0platform, offering publishers and advertisers alike the ability to freely push data-enriched ads without worrying about where they\u2019ll end up. Join us as we discuss\u00a0brand safety in advertising\u00a0and how you can achieve an ideal level of safety without putting any restrictions on your ad campaign goals.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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What is Brand Safety in Advertising<\/b>, Exactly?<\/b><\/h2>\n

So,\u00a0what is brand safety in advertising\u00a0exactly? Brand safety refers to the measures taken to ensure that a brand\u2019s advertising does not appear next to or in association with content that may harm the brand\u2019s reputation or image.<\/p>\n

Being a large corporation or LLC may come with its perks, but it also has some major drawbacks in the digital advertising sphere. Major industry players like Amazon and Verizon were the first to exercise new programmatic algorithms. With this we saw that changing the way ads target preferred audiences, resulted in a dramatic landscape shift in favor of fast content at the risk of unwanted association.<\/p>\n

Publishers and\u00a0individual advertisers<\/a>\u00a0can utilize included built-in safety and security tools when using an online system. Insticator\u2019s platform is encrypted with top security measures to make sure ads stay exactly where you place them. Additionally, you can ensure that you are buying and selling ad space through a secure channel that will not compromise the integrity of your brand.<\/p>\n

By learning the hard way, large companies discovered that\u00a0brand safety in digital advertising\u00a0 is a key measure in determining how protected they are against offensive or illegal content. According to the\u00a0Internet Advertising Bureau<\/a>, brand safety can be as simple as avoiding placing one\u2019s ad alongside offensive or inappropriate pieces of content. For advertisers, it also means ensuring that the ad trading space is a secure environment that does not cost publishers their integrity or their reputation.<\/p>\n

Why Publishers Should Worry About\u00a0<\/b>Brand Safety in Digital Advertising<\/b><\/h2>\n

If it seems like ad security is only something that advertisers should be worrying about, keep reading.\u00a0Brand safety in advertising\u00a0is incredibly important for publishers and advertisers alike as the wrong ad placement could result in huge amounts of loss \u2013 and an irreparable reputation to boot.<\/p>\n

It can sometimes be difficult to discover exactly when your ads have started to be placed next to compromising content, driving down pageviews and causing a dip in revenue that can be harder to earn back after it\u2019s been happening for so long. And while there is growing pressure on marketing and advertising agencies to be stricter on\u00a0safety standards in digital advertising<\/a>, it can still be difficult for publishers to take full advantage of monetization opportunities on their own without better security by their side. That\u2019s why it is essential to take proactive steps in protecting your brand and its name across all of your advertising efforts.<\/p>\n

Here are some of the most common things publishers avoid or do to provide a brand safe environment:<\/p>\n