Advertising next to irrelevant or inappropriate content leads to customer dissatisfaction and harms the reputation of the brand.

The core of Brand Safety lies in the part played by advertising in funding content that has an impact on society whether or not it is aligned to the professional and corporate values.

While Brand Safety ideally avoids unsafe placements that goes beyond blacklisting and blocklisting, Brand Suitability goes a step further by aligning content that is most contextually relevant to the Brand’s personality after scanning the complete content environment and is consistent with the Brand’s priorities and risk tolerance.

Brand Safety & Suitability requires continuous surveillance as the digital ecosystem is evolving rapidly and so are the threats.