Brand safety refers to the measures and practices taken by advertisers, publishers, and ad platforms to protect their brand’s reputation from association with harmful, inappropriate, or controversial content. It is a critical concern in the digital advertising ecosystem, where ads can appear on various websites, apps, and content platforms.

The online environment is vast and dynamic, and there is a possibility that ads may appear alongside content that is not aligned with a brand’s values or may be considered offensive, harmful, or damaging. Brand safety aims to prevent such occurrences and safeguard the brand’s image and credibility.

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