Brand Safety Technology

What is Brand Safety Technology?

Brand safety technology (BST) is a form of technology that helps companies protect their brands from negative publicity and potential reputational damage. It enables companies to identify and avoid content that could be deemed inappropriate or offensive. BST is increasingly important for companies in the digital age, as content can be easily shared and spread, often beyond the control of the original publisher or creator.

Benefits of Brand Safety Technology

Brand safety technology provides companies with a number of advantages, including:

  • Identifying inappropriate content before it reaches public audiences.
  • Preventing negative publicity and reputational damage.
  • Improving customer trust and loyalty.
  • Creating a safe, secure environment for digital advertising.
  • Enabling companies to better track their digital campaigns.

Examples of Brand Safety Technology

There are a variety of different tools and technologies that can be used to ensure brand safety, including:

  • Content filters – which scan text, images and videos for potentially offensive or inappropriate content.
  • Contextual analysis – which uses natural language processing to analyse the overall context of a piece of content.
  • Audience segmentation – which allows companies to target specific audiences, and avoid those that could potentially be offended.
  • Ad verification – which checks that ads are being served in appropriate places, and not in locations that could damage a brand’s reputation.

Brand safety technology is an increasingly important tool for companies looking to protect their brands in the digital age. By using the right tools and technologies, companies can effectively identify and avoid potentially damaging content, and ensure that their digital campaigns are reaching the right audience.


Brand SafetyContent FilteringContextual Analysis