How would you feel if your ads showed up next to adult content? Or what about your carefully crafted campaign alongside a political message that’s the polar opposite of what your brand stands for?
If you don’t use brand safety tools on your paid ads on platforms such as Meta and Google Ads, your perfectly crafted advertising content could end up in placements that aren’t quite the right fit for your brand. In an era where a quick screenshot can be all over the internet within minutes, doing your best to ensure that your ads appear in a safe and relevant environment is crucial not only to the success of your ads but also to protect your brand from negative attention.
Brand safety tools are designed to prevent your online ads from being associated with inappropriate or harmful content. Using them can help to protect your image, maintain customer trust, and, let’s be honest, make sure you don’t end up on a list on Reddit.
So this blog is designed to help you understand safety tools and also gives us an excuse to share our favourite placement “fail” (or possibly genius win)
What are Brand Safety Tools?
Brand safety tools are technologies and strategies designed to prevent ads from appearing alongside content that could harm your brand’s reputation. This includes content related to adult material, violence, fake news, political controversies, and other sensitive topics.
Brand Safety vs Brand Suitability
However, it’s important to distinguish between brand safety and brand suitability.. While brand safety is about avoiding universally inappropriate content, brand suitability is a more nuanced approach that ensures ads align with your brand’s specific values and audience preferences.
For example, an ad for a fitness brand might be suitable on a health blog but not next to controversial health topics. Brand suitability can also play a significant part in your safety strategy, as most programmatic campaigns rely on algorithms to pick up on key terms and themes that match your ads, which can lead to regrettable results (like the below).
While many performance marketing agencies or internal teams focus on brand safety – sadly, brand suitability is often overlooked – or start off well but strategies don’t adapt to changing conversations online.
The Risks of Ignoring Brand Safety
Failing to implement brand safety measures when creating your PPC campaigns can have an impact not only on your reputation but also on your bottom line. When ads appear alongside inappropriate or controversial content, it can create a negative association in consumers’ minds and repairing that damage can end up costing you a lot more than your initial advertising investment.
Damage to brand reputation
A notable example is when major brands like Coca-Cola, AT&T, and Verizon pulled their ads from YouTube in 2017 after discovering that their ads were being displayed alongside extremist and inappropriate content. The backlash was swift and damaging, leading to a temporary pause in advertising and a public relations crisis. This incident prompted YouTube to tighten its ad policies and introduce stricter brand safety measures.
Loss of Consumer Trust
Consumers are now more aware of where ads appear and are quick to criticise brands for perceived lapses in judgement. While, of course, most brand safety fails are through no fault of the advertiser- that won’t necessarily stop the social media pile on, which can quickly impact sales and loyalty.
Financial Implications
Let’s be honest: if your ads appear in the wrong environment, the chances are that you’re wasting your advertising spend showing it to the wrong audience anyway. And that’s without factoring in any spend on crisis management of PR to respond to any negative backlash due to advertising placements.
Compliance Risk
Regulatory bodies have started paying closer attention to ad placements than the ASA requires. Failure to comply with advertising standards can result in fines or restrictions if you’re in a heavily regulated industry.
Key Brand Safety Tools on Different Platforms
Different advertising platforms offer unique tools to help you maintain brand safety. By understanding the options available on Google, Meta, TikTok, and LinkedIn, you can tailor your approach to minimise risks and ensure your ads appear in suitable contexts. In this section, we’ll explore the brand safety features offered by each platform and best practices for using them effectively.
Brand Safety Google Ads
Google Ads offer a range of brand safety tools designed to help advertisers control where their ads appear across the Google Display Network and YouTube. With more advertisers turning to Performance Max campaigns where they may have previously avoided display, understanding Google’s brand safety tools is more important than ever before.
With a mix of manual and automated options, Google makes it easier to avoid inappropriate or harmful content.
Key tools and features include:
Content Exclusions:
Allows advertisers to exclude their ads from appearing alongside sensitive content categories such as tragedy, conflict, or sexually suggestive material.
Placement Exclusions:
Enables you to specify websites, apps, or YouTube channels where you don’t want your ads to appear. This is particularly useful for avoiding low-quality or controversial sites.
Dynamic Exclusion Lists:
A more advanced feature that lets you automatically update exclusion lists by partnering with third-party verification services like DoubleVerify or Integral Ad Science.
Keyword Exclusions:
Allows you to block ads from appearing on pages containing specific keywords or phrases that may not align with your brand. This can be particularly helpful if there are controversial topics that are often linked to your key topics.
Best Practices for Google Ads:
- Regularly review and update your exclusion lists.
- Use placement reports to identify any sites or apps that need to be excluded.
- Consider using third-party tools for a more comprehensive approach to brand safety.
Brand Safety on Facebook & Instagram (Meta Ads)
Meta provides a variety of brand safety options to help advertisers manage where their ads are shown on Facebook, Instagram, and the Audience Network. With inventory filters, block lists, and third-party partnerships, Meta enables a high degree of control over ad placements.
Inventory Filters:
Offers three options — Limited, Standard, and Expanded — to control the types of content your ads appear next to. For example, the Limited option avoids most controversial content categories.
Block Lists:
Allows advertisers to upload block lists of apps, websites, or pages to prevent ads from being shown in specific places.
Third-Party Verification: Meta partners with companies like Zefr, Integral Ad Science, and DoubleVerify to provide additional brand safety assurances.
Topic Exclusions: Currently in testing, this feature aims to allow advertisers to exclude ads from appearing next to videos on Watch related to sensitive topics such as politics or crime.
Best Practices for Meta Ads:
- Use the Block Lists feature proactively, especially for video ads.
- Choose the appropriate inventory filter based on your brand’s risk tolerance.
- Regularly monitor placement reports to ensure ads are showing in safe environments.
TikTok Brand Safety
TikTok’s rapid growth has made brand safety a priority for advertisers on the platform. To help brands protect their image, TikTok offers a range of tools, including inventory filters, keyword exclusions, and partnerships with third-party verification providers.
Inventory Filters:
Similar to Meta, TikTok offers Standard and Limited inventory options to control ad placement relative to sensitive content.
Third-Party Verification:
TikTok has partnered with OpenSlate, Zefr, and IAS (Integral Ad Science) to enhance its brand safety capabilities.
Ad Review Process:
TikTok’s manual and AI-based review processes help to flag and remove unsafe content, providing an additional layer of protection for advertisers.
Keyword Exclusions:
Allows advertisers to block ads from appearing alongside videos containing certain keywords.
Best Practices for TikTok Ads:
- Use third-party verification to enhance brand safety.
- Start with the Limited inventory option if you’re concerned about sensitive content.
- Regularly review TikTok’s placement and performance reports.
Brand Safety on LinkedIn Advertising
LinkedIn’s professional audience and strict content policies make it a relatively safe advertising platform. However, LinkedIn still offers several brand safety tools to ensure that ads only appear in appropriate contexts, particularly when using the LinkedIn Audience Network.
Network Placement Controls: Allows advertisers to choose between LinkedIn’s Audience Network and LinkedIn’s owned and operated properties. Advertisers can opt out of the Audience Network to ensure ads appear only on LinkedIn’s native platform, which is typically a safer environment.
Domain and App Exclusions: Provides options to exclude specific websites or apps from the LinkedIn Audience Network to prevent ads from appearing on undesirable sites.
Brand Safety Integrations: LinkedIn partners with Integral Ad Science (IAS) to provide viewability and brand safety measurement for ads on the Audience Network.
Manual Approvals: LinkedIn’s manual review process for ads ensures a higher level of safety and relevance compared to fully automated systems on other platforms.
Best Practices for LinkedIn Ads:
- Consider limiting placements to LinkedIn’s native properties if brand safety is a major concern.
- Use domain and app exclusions strategically based on performance reports.
- Leverage LinkedIn’s partnership with IAS for additional brand safety insights.
How to Implement Brand Safety Measures Effectively
Ensuring your advertisements appear in appropriate contexts is crucial for maintaining your brand’s reputation. Implementing effective brand safety measures involves a combination of strategic planning, continuous monitoring, and collaboration with trusted partners. Here’s how you can achieve this:
Define Your Brand Safety Parameters
Establish clear guidelines that align with your brand’s values and objectives. Identify the types of content and contexts that are unsuitable for your advertisements. For example, a family-oriented brand may choose to avoid content related to violence or adult themes.
Engage Reputable Programmatic Partners
When employing programmatic advertising, collaborate with partners who prioritise brand safety. Choose PPC agencies or platforms that offer transparent reporting and have robust measures to prevent ad misplacement.
Implement Blacklists and Whitelists
Develop and maintain blacklists of websites or content categories to avoid, and whitelists of approved sites that align with your brand’s values. Regularly update these lists based on performance data and emerging risks.
Monitor Ad Placements Continuously
Regularly review where your ads are appearing to ensure compliance with your brand safety guidelines. Utilise real-time monitoring tools and analytics to swiftly identify and address any issues.
Stay Informed and Adaptable
The digital advertising landscape changes quickly.. Stay updated on the latest trends, potential threats, and platform policy changes to adapt your brand safety strategies accordingly.
In addition, be mindful of changes to online conversations that may affect your brand.
By implementing these measures, you can significantly reduce the risk of your advertisements appearing in inappropriate contexts, safeguarding your brand’s reputation and ensuring more effective advertising campaigns.
Common Challenges in Implementing Brand Safety Measures and How to Overcome Them
While many brands consider brand safety when setting up a paid advertising campaign, it’s a measure that often falls by the wayside once your ads are up and running. There are some specific challenges that you should be considered regularly including.
Rapidly Evolving Online Content
The digital landscape is dynamic, with new content emerging continuously. This rapid evolution makes it challenging to monitor and ensure that ads do not appear alongside inappropriate or harmful content
Solution: Utilise advanced AI-powered brand safety tools that can analyse vast amounts of data in real time. These tools can detect and flag unsafe content before your ads are placed, allowing for proactive measures to maintain brand integrity. integralads.com
Subjectivity in Content Interpretation
What is deemed appropriate can vary between brands, industries, and cultures. This subjectivity makes it difficult to create universal brand safety guidelines, particularly if you are an advertiser with several sub brands.
Solution: Develop customised brand suitability profiles that align with your brand’s values and audience expectations. Regularly update these profiles to reflect changing societal norms and cultural sensitivities.
Ad Fraud and Misplacement
Ad fraud, including the placement of ads on dubious websites through fraudulent means, poses significant risks to brand safety. This can lead to ads appearing alongside inappropriate content, damaging brand reputation.
Solution: Collaborate with reputable programmatic partners and employ third-party verification services to monitor ad placements. Implementing blacklists and whitelists can also help control where your ads appear, reducing the risk of association with unsuitable content.
1.Over-Blocking and Loss of Reach
Overly restrictive brand safety measures, such as extensive keyword blocklists, can limit ad reach and exclude suitable content, reducing campaign effectiveness.
Solution: Adopt a nuanced approach by combining keyword blocking with contextual analysis. This strategy ensures ads are placed in appropriate environments without unnecessarily limiting reach. Regularly review and adjust blocklists to balance safety and reach effectively.
2.Lack of Transparency in Ad Placements
Limited visibility into where ads are displayed can lead to unintentional placements alongside unsuitable content, compromising brand safety. This is particularly prevalent in campaigns such as Google’s Pmax and Meta Advantage Plus campaigns.
Solution: Regularly check where your ads are showing and add restrictions as needed. You can also consider a third party verification system.
By recognising these challenges and implementing tailored strategies, you can enhance your brand safety measures, protect your brand’s reputation, and optimise your digital advertising efforts.
Future Trends in Brand Safety
As the digital advertising landscape continues to evolve, brand safety remains a critical concern for marketers. Emerging trends are reshaping how brands approach and implement safety measures to protect their reputation and ensure effective advertising.
- Enhanced AI and Machine Learning Applications
The integration of artificial intelligence (AI) and machine learning (ML) in brand safety is becoming more sophisticated. These technologies enable real-time analysis of vast amounts of content, improving the accuracy of detecting inappropriate or harmful material. Advanced AI models are expected to better understand context and nuance, reducing false positives and negatives in content moderation. adage.com
- Tailored Brand Suitability Solutions
Brands are moving beyond generic safety measures towards customised suitability strategies. This approach allows advertisers to define specific parameters that align with their brand values and target audience, ensuring ads appear in contexts that are not only safe but also relevant and supportive of their brand image.
- Cross-Platform Collaboration
Collaborations among platforms, advertisers, and third-party organisations are strengthening brand safety efforts. Initiatives like the partnership between TikTok, Zefr, and Universal McCann (UM) focus on scaling brand safety innovations, enabling brands to protect their reputation while confidently expanding across multiple platforms. Brand Safety Summit
- Emphasis on Transparency and Accountability
There is a growing demand for transparency in ad placements and the operations of ad tech vendors. Brands are scrutinising their partnerships more closely, seeking clear insights into where their ads appear and ensuring that their advertising dollars are not inadvertently supporting harmful or inappropriate content. Brand Safety Institute
- Adaptation to Regulatory Changes
As governments and regulatory bodies implement stricter guidelines on digital advertising, brands must stay informed and compliant. This includes adhering to new standards for data privacy, content moderation, and ethical advertising practices, all of which impact brand safety strategies.
- Addressing AI-Generated Content Challenges
The rise of AI-generated content presents new challenges for brand safety. Brands need to develop strategies to ensure their ads do not appear alongside misleading or harmful AI-created material, necessitating advanced detection and verification tools. emarketer.com
- Focus on User-Generated Content (UGC) Moderation
With the proliferation of UGC, brands are investing in more robust moderation strategies to prevent their ads from being associated with inappropriate content. This includes leveraging AI tools and human oversight to monitor and manage the vast amounts of content generated daily.
Actions to ensure brand safety
So what steps can you take to ensure that your ads are showing up in the right context?
Audit your current practices
Undertake evaluation of your existing brand safety measures to identify areas where you may be at risk. If a PPC agency runs your advertising campaigns, ask them how they approach brand safety and what tools are used.
Create guidelines
Every business is different, and while it can be tempting to be as “safe” as possible, in some instances, you will not want to severely restrict your potential reach; therefore, drawing up guidelines that suit your brand is key.
Engage with trusted partners
Collaborate with programmatic agencies and partners and potentially verification services to ensure your brand’s safety.
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