[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-safety":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",52069,{"id":24,"name":25},"author-0301142015","Canto","2020-12-15T17:28:58","2025-11-21T11:01:35","An effective, creative approach to brand safety in 2021","brand-safety","New insights in brand safety for 2021","Brand safety is different today than it was yesterday, and the same thing will be true of tomorrow. Use this guide as a way to empower your approach.","The growth of digital advertising possibilities creates risks that devastate brands and their reputation. As brands become more vulnerable to instant negative feedback and reactions, the need for brand safety is at its peak. But there’s no need to live in fear. This focused, creative and easy-to-follow approach will elevate your brand safety without sacrificing […]","The growth of digital advertising possibilities creates risks that devastate brands and their reputation. As brands become more vulnerable to...","\u003Cp class=\"wp-block-paragraph\">The growth of digital advertising possibilities creates \u003Cem>risks\u003C\u002Fem> that devastate brands and their reputation. As brands become more vulnerable to instant negative \u003Cem>feedback\u003C\u002Fem> and \u003Cem>reactions\u003C\u002Fem>, the need for brand safety is at its peak.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-4.jpg\" alt=\"A yellow caution tape.\" class=\"wp-image-52075\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-4.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-4-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-4-768x512.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">But there’s no need to live in fear. This focused, creative and easy-to-follow approach will elevate your \u003Cstrong>brand safety\u003C\u002Fstrong> without sacrificing your outreach.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-safety\">What is brand safety?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand safety is a group of calculated procedures intended to uphold the integrity and image of a brand, particularly when the brand is practicing digital advertising. Brand safety often refers to how brands react to the location their ads land and what type of content they’re involved with.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Cp class=\"wp-block-paragraph\">Just as important as knowing what brand safety is, is understanding why it’s so valuable.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--what-are-the-dangers-it-prevents\">What are the dangers it prevents?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">There are endless potential dangers brands face, especially considering the landscape of the digital world.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"253\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-2.jpg\" alt=\"An infographic about brands underestimating brand safety.\" class=\"wp-image-52073\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-2.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-2-450x190.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There is also a high likelihood that new dangers will develop as time passes, creating situations where brand safety will need to be reevaluated.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, here are some of the most prevalent and avoidable dangers brands face today.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Advertisement proximity mishaps\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">This refers to the idea that your ad space and advertising message could appear next to an image, headline or story that in some way contradicts your ad or is a strange pairing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, if there is a story about someone’s pet cow dying, and how sad it is, it would be an unfortunate advertisement proximity if a ‘Got Milk’ campaign ad showed up alongside it on the webpage.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-5.jpg\" alt=\"An example of contradictory advertisements.\" class=\"wp-image-52076\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-5.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-5-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There are times when it might be funny instead of awkward or crude, but even when it’s humorous, it still negatively affects your brand. \u003Ca href=\"https:\u002F\u002Fskywire.com\u002Fhow-the-science-of-memory-can-affect-your-marketing-campaigns\u002F\" target=\"_blank\" rel=\"noopener\">Audiences aren’t very forgiving\u003C\u002Fa>, either.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Negative brand associations\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The next potential concern is that your brand will gain an unfavorable \u003Ca href=\"\u002Fblog\u002Fbrand-association\u002F\">brand association\u003C\u002Fa>. If brand safety isn’t evaluated and implemented, there’s a high likelihood that your brand could fall victim to negative associations by way of an advertisement being associated with negative material.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-6.jpg\" alt=\"A person with negative thoughts about their head.\" class=\"wp-image-52077\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-6.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-6-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This is often the case when brand’s advertisements get mixed in with questionable groups with unlawful ideas. The association is hard to shake, and leaves audiences wondering why a brand would endorse that (even though it was just a mistake, not an intentional endorsement).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you’re aware of how devastating the consequences of unprotected brands can be, let’s go into some of the most helpful tips available to ensure brand safety.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--5-tips-for-better-brand-safety\">5 tips for better brand safety\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s clear that you need some type of plan to tackle brand safety. These five helpful hints give you some unique ideas that are both effective and efficient.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-1\">1. Start off on the right foot\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The best way to curb any potential brand dangers is to put yourself on the right track from the get-go. This process involves a comprehensive review and analysis of your brand, including its values. This helps you understand what types of situations you want to avoid.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-7.jpg\" alt=\"A person walking up stairs.\" class=\"wp-image-52078\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-7.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-7-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190146\u002Fbrand-safety-7-768x512.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">After reviewing the brand, you’ll have a good idea of where your outreach might run into issues. Now comes the most important part, which is ensuring the settings of your campaigns on different advertising platforms are optimized for brand safety.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For this setup to be successful, consider the platform and their policy\u002Fhistory. Facebook and Twitter might have different built-in brand safety measures than LinkedIn or Instagram, for example. Once you understand the platform’s standard practices, you can adjust the settings and options to your liking.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-2\">2. Avoid brand safety software systems\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Many brands make the mistake of believing they can remove themselves from the process of brand safety by implementing a software system designed to handle it for them. Unfortunately, this leaves them with an ineffective methodology, where a tool is over-correcting, under-correcting or incorrectly adjusting to accommodate brand safety.\u003Cbr \u002F>There are two main reasons why a brand safety software system is likely to be detrimental to your brand. First, even the most advanced of these systems currently available aren’t the ‘smartest’ technology, and they cannot differentiate between simple changes and adjustments. For example, it’s not difficult for different websites to work around these systems restrictions through simple manipulation of blocked URLs and keywords.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-8.jpg\" alt=\"Two workers writing code for software.\" class=\"wp-image-52079\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-8.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-8-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Second, the correction these tools make is commonly an over-correction which is devastating to your brand’s outreach. For example, the machine will mindlessly block your ads from appearing on sites that have common words it deems to be ‘bad’, but in fact don’t have to be a negative, or may have multiple meanings.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You can imagine how frustrating it would be if your ads didn’t show up in an otherwise perfect location because the content on that site included the word ‘alcohol’, which was flagged. However, the site wasn’t promoting the use of alcoholic beverages, but was in fact referencing rubbing alcohol.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It becomes clear quite quickly that these technologies are lagging far behind in what is acceptable for brands to implement to encourage brand safety.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-3\">3. Get as specific as you can for your brand\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">In the above example, I showed why a software system is ineffective at promoting brand safety. The reason these types of tools fail is they don’t adhere to the idea that brand safety differs from one brand to the next.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Just because one brand finds something offensive, doesn’t mean another brand will. And, just because one brand’s products and services don’t work next to certain content, doesn’t mean another brand’s can’t.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-9.jpg\" alt=\"A target with an arrow in it.\" class=\"wp-image-52080\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-9.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-9-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Here’s an example to demonstrate. Apple and Microsoft have very similar brands, with products in the same industry. There is plenty of overlap there. However, if Microsoft found one of their ads on a site for an apple orchard, their reaction would be much different than if Apple found one there.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This example shows why it’s so important to tailor your brand safety measures specifically for you. Even brands in the same industry with near-identical products will have completely different processes, as you can see from the Apple example above.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-4\">4. Use analytics, intuition and data in unison\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The key to a lot of brand safety preparation is balance. We can’t be everywhere at once, and we certainly can’t foresee everything. All we can do is take the necessary steps to minimize any potential damage while giving ourselves the best chance to extend our outreach.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To reach a happy medium and find balance in brand safety measurements, it takes a combination of analytics, intuition and data research. Bringing all that information together will help you make a final decision about what route to take.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-10.jpg\" alt=\"A person analyzing computers and data.\" class=\"wp-image-52081\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-10.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190145\u002Fbrand-safety-10-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">For example, if one platform has the biggest outreach but also the most potential unwanted pieces of content, it will take extensive research and insight into how far your brand is willing to put itself out there on this platform. The same can be said for platforms that have zero inappropriate content but lesser outreach. Find your brand’s level of willingness to go one way or the other.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-5\">5. Involve yourself in the advertisement purchasing process\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">To ensure brand safety, it’s possible to monitor the purchasing process of ads. This allows you to get information from different publishers and check to make sure they’re safe, fair and in line with what your brand wants to promote.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"253\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-3.jpg\" alt=\"An infographic about brands not participating in brand safety.\" class=\"wp-image-52074\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-3.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-3-450x190.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Think of this like cutting out the middle person in your entire advertisement purchasing process. You are able to go directly to the source and remove any uncertainty involving what types of publishers will be handling your ads. This is more time-consuming, but the tradeoffs might be worth it. It all depends on your brand, budget, schedule and how much of a risk you’re willing to take by trusting a third party to handle your ads.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The above tips are sure to guide your brand through murky advertising waters and keep it safe. Now let’s make sure you understand a similar concept, brand suitability.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--where-does-brand-suitability-enter-into-the-equation\">Where does brand suitability enter into the equation?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">You’ve probably heard about brand suitability, especially when the conversation surrounding brand safety is underway. Brand suitability is simply a subcategory of brand safety. It is a way for brands to be more fluid in their brand safety measures.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, instead of a one-size-fits-all approach, which might suit most but not all, brand suitability implies a dynamic approach to brand safety. This approach includes being more specific and personalized in how advertisements will appear and where.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190144\u002Fbrand-safety-11.jpg\" alt=\"A person holding a cup of coffee with their name on the cup.\" class=\"wp-image-52083\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190144\u002Fbrand-safety-11.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190144\u002Fbrand-safety-11-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It makes for a more effective brand safety approach that leaves open the possibility of further outreach. The downside, of course, is the immense effort this will take over the long run.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, let’s touch on how brand safety will change and need to be handled in the future.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--brand-safety-in-the-near-future\">Brand safety in the near future\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">I won’t pretend that I can predict the future any more than anyone else can. I can, however, look at trends and make predictions based on these trends, which help us prepare somewhat for a possible future.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The first thing to point out is the recent uptick in digital, especially because of the pandemic. It’s hard to tell if this move will be permanent, but it’s clear that it will stick for some brands more than others. As this is the case, the idea of brand safety becomes more immense and requires more thoughtful input.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190144\u002Fbrand-safety-12.jpg\" alt=\"A futuristic stairway.\" class=\"wp-image-52084\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190144\u002Fbrand-safety-12.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190144\u002Fbrand-safety-12-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190144\u002Fbrand-safety-12-768x512.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The other thing to note is the trends concerning how people consume things like audio, video and other content. Brands didn’t have to worry about brand safety in terms of a record or cassette tape, but now that music is a largely streamed enterprise, safety comes into play with advertisements. It seems unlikely this trend will disappear any time soon, so continue to be diligent in this area.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, there is a paradoxical idea that brand safety can harm a brand, since safety measures can block ‘safe’ advertising spaces accidentally. Though this is a possibility, the more involved you are in the brand safety process, the less likely this is to happen.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--closing-thoughts\">Closing thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">When considering the digital advertising industry, it’s clear that it’s anything but static. There are constant shifts that change the way users are targeted, and how the users consume content. In order to uphold brand safety during these changes, it must improve upon itself as much as possible.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fortunately, the evolution of digital advertising has brought about responses from these publishers who are willing to provide options for brands to secure themselves. If you take advantage of the features available, your brand will remain protected.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you want to read more about brands and the branding process, check out my complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa>.\u003C\u002Fp>",9,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190147\u002Fbrand-safety-450x263.jpg","An illustration showing brand safety.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19192713\u002Fslogan-vs-tagline-3-450x300.jpg",39976,"slogan-vs-tagline","Choosing between a slogan and a tagline","When examining a slogan vs a tagline, there's bound to be some overlap. Use this to your advantage when creating your own. Here's a complete guide.","\u002Fblog\u002Fslogan-vs-tagline\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F12\u002F19184318\u002Fbrand_voice_feature-450x263.jpg",62712,"brand-voice","Brand voice: How to define yours and stand out from the rest","Find out what brand voice is along with the essential steps and best practices you need to build a bold brand voice today.","\u002Fblog\u002Fbrand-voice\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19192837\u002Fwhat-is-a-tagline-4-450x291.jpg",39237,"what-is-a-tagline","What is a tagline? How do I create one? A complete guide","A tagline is a semi-permanent phrase or text that essentially defines a company for their entire existence. Learn more about the tagline in this guide.","\u002Fblog\u002Fwhat-is-a-tagline\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787374906928]