GLOSSARY

The policies and controls used to reduce the risk that advertising appears beside content or in contexts that could harm a brand.

It affects media efficiency, measurement confidence, reach and brand risk, so it informs budget allocation and campaign governance.

A cross-functional team applies Brand Safety in a production initiative, defines ownership and success criteria, tests representative scenarios, monitors outcomes and records corrective actions before scaling.

Platform definitions, identifiers, attribution and privacy controls vary, so figures may not be comparable and reported performance may not establish causality.

The policies and controls used to reduce the risk that advertising appears beside content or in contexts that could harm a brand. In operation, this concept depends on defined inventory, auction or delivery rules, identifiers, attribution windows, consent, quality controls and platform reporting. Teams should document the measurement system and distinguish platform-reported results from independently verified business outcomes.