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Every business that goes out to market itself does not want their brand to be misconstrued or associated with negativity. Before the advent of digital advertising brands practiced safety in a number of ways that included avoiding profanity in copies, images and in some cases placement eg alcohol and cigarette brands placed their adverts away from learning and religious institutions.

What is Brand Safety?

The Internet Advertising Bureau (IAB) defines brand safety as a strategy to avoid ad placement upon inappropriate or illegal content.Traditionally, brand safety risk was limited to digital advertising—programmatic and social. Now, with established media digitizing and reinventing themselves, opportunities to improve brand safety practices are appearing across new avenues. Brand safety is a complex, nuanced matter and will continue to evolve in the years ahead.

How to Achieve Brand Safety?

Define WHAT it means to your brand

IAB and other global institutions have defined what brand safety is but you need to create your own policies and understanding of what it means for your brands. Different products and services do not align to the same global standards.

Prioritise Transparency

As the brand custodian you need to be aware of where your ads are placed on the digital space. Whether the ads are programmatically bought, you should know what pages the ads are served to avoid any mishaps. Having such data will eventually assist in monitoring and controlling your media budget. You will also be less exposed to fraud as you can trace almost all your ads online.

Work with a Reputable Agency

In the event you decide to work with a media agency ensure you choose one that you can trust. Their experience in previous work and current portfolio should give you some direction. Inquire about the tools that they use for programmatic buys and google up some information about their pros and cons.

Avoid Blacklisted Sites and Pages

This may sound as the easiest thing to do but there is always a temptation to use them from the daily traffic that they command. Putting your ads on such sites exposes your brand to untold danger.

Look at 3rd Party Data

look at companies that offer third party verification. These companies offer to check sites and pages before publishing. Ensuring your ads aren’t showing up on sites, pages, or before content that is unsafe. Avoid pages that has content with toxic ideas like terrorism, pornography, slavery, arms, drugs and any other that may not conform to your brand.


At Twiva we are committed to transparency in digital marketing and take brand security seriously. We ensure that the influencers and content creators we engage fully understands the consequences of negative brand exposures. At the same time, we exercise great caution while planning and buying media for our clients and continuously monitor with our tools consumer sentiments for the ongoing campaigns.