How is brand safety defined in digital media buying?

Brand safety in digital media buying is primarily defined as the measures taken to ensure that advertisements do not appear alongside harmful, inappropriate, or damaging content. This concept is essential for protecting a brand's reputation, as ads associated with controversial or offensive material can negatively impact viewers' perceptions and the overall value of the brand.

By implementing brand safety measures, advertisers can control the environment in which their ads are displayed, ensuring they are viewed in a positive and trustworthy context. This includes avoiding placements next to content that could be deemed as hate speech, graphic violence, adult material, or misinformation. Consequently, brand safety strategies help maintain audience trust and encourage a positive engagement with the advertised brand.

Although some aspects mentioned in other options, like using trusted websites or safe-for-work images, may contribute to overall brand safety, they do not capture the full scope of what brand safety entails. The main focus should be on preventing ads from appearing next to harmful content, as this is crucial in the increasingly complex landscape of digital advertising.