Brand safety refers to keeping brand's campaigns and reputation safe from appearing alongside risky online content or environments.
Brand safety allows brands to have the power to better control where their advertisements will and won't appear.
CHEQ helps you verify that your digital advertisements are published in brand safe environments across platforms.
The industry usually refers to 3 types of unsafe content which advertisers may choose to exclude their online campaigns from appearing next to:
Generally unsafe content - For example, from appearing alongside articles which cover: Adult and explicit content; Death or injury; Arms and ammunition; Military conflicts; Crime; Natural disasters; Profanity; Illegal drugs; Tobacco and cigarettes; violations of human rights, etc. This means that if you are an advertiser who chooses to upload a campaign and appear only alongside generally safe content, your ads will be excluded from appearing next to stories which cover, for instance, horrific terrorist attacks. With CHEQ's platform, each brand can granularly pick and choose which exact safety measures and topics it wishes to include and/or exclude from appearing next to.
Unsafe for the industry – Some online content may be considered generally safe, however it is not safe for the industry in which your brand is operating in. For example, if you are a brand which advertises a doughnuts' fast food chain, you might not want to appear alongside articles about diabetes or child obesity. If you are a fashion brand, you might want to refrain from having your ads appearing next to content which covers how the fashion industry wastes stocks. If you are a financial company, you probably do not want your ads to appear next to stories about a financial crisis, and so forth. Other brands, in other industries, might have no problem at all in having their ads running next to such articles, as it does not matter to their targeted audiences (for example: a fashion brand running an ad alongside an article about child obesity).
Unsafe for the brand – Web articles may also sometimes cover stories which are negative specifically for one brand or another. For instance, a car crash article which title includes the name of a specific car manufacturer, is probably not a good place for this manufacturer's ads to run next to. This can also assist brands in crisis management instances, for example: if you are a food manufacturer and there was a story on the news on food poisoning with regards to one of your brands – you can choose not to appear alongside stories which cover this specific incident, or rather even promote opposite messages in these specific webpages so that the targeted audience will be exposed to both negative and positive opinions on your brand.