Advertisers protect their brands in the same way that mothers protect their children. Please don’t mind comparing Brand to Babies. This is simply for the convenience of understanding and knowledge sharing.
Protecting the Baby in any situation is vital for Mother. Similarly, Protecting Brand image or reputation is vital for marketers or advertisers
When the Baby is in the hands of a known person (family or friend) or in a familiar place or environment, the Mother may not be concerned since she knows there is no harm and has faith in them or the location where she is.
Similarly, when advertisers place their brands in a known environment by displaying their ads on publisher ad inventory through direct relationships or limited trusted partners.
To some extent, the advertiser feels safe about the Brand. Because the advertiser knows which ad environment or publisher the ad is appearing on. Also, what type of content is around the ad placement? This prevents advertisers from losing their brand reputation.
Now, we shall understand what is brand safety.
For example, a well-known automobile manufacturer is introducing a new model to the market and promoting it through an advertising campaign.
What if the advertisement is displayed to a user who is reading an article about a car accident? This will have a Negative impact on the brand’s reputation.
In this scenario, the user may not be interested in the Brand. Even though he had planned to buy an automobile from the same brand, he may change his mind and select a different brand.
So to avoid this kind of situation Brand safety comes in and let’s discuss on it
Let’s continue our previous example,
When a mother goes shopping or to a place where there is a large group of people or a different environment (definitely different from home), she should be cautious and safeguard her baby from them. Because, unlike at home, when you go out, you must manage with a group of people or situations that are new to you (maybe expected or unexpected). Mothers should always be prepared for it and handle the situation accordingly. For example, there may be heavy traffic, noise, Heavy rain, dirt, or other factors that cause inconvenience for Baby. She also pays close attention to the child’s motions and acts accordignly.
Similarly, When it comes to Programmatic Media Buying, advertisers connect with a large number of Ad Inventory.
In this situation, as opposed to Direct or Limited partners, Advertisers have the opportunity to place their brands on Global Inventory, where a huge number of Publisher’s or Supplier Ad Inventory are available. In this large pool of ad inventory from various sources or environments, it is possible that the Advertiser’s Brand may display near inappropriate and unrelated content, which may affect the Brand’s reputation. Using our earlier example of a car Brand, you can relate to what we mean.
We have to understand from a Brand perspective that maintaining a positive Brand Image is important and challenging especially in Online Advertising.
Because in display advertising, every day there generates billions of ad impressions across the Ad Inventory suppliers
Finally, to avoid such problems for a brand, a brand safety layer is added to Programmatic Campaigns, making it more protective and displaying near-appropriate or intended content or ad placements.
Advertisers can use brand safety targeting to make sure they only purchase inventory that meets or exceeds their brand safety requirements