Ad Quality

Brand Safety — Definition & Explanation

Strategies and technologies that protect advertisers from having their ads appear alongside inappropriate, harmful, or controversial content. Brand safety tools classify content and block ad serving on pages that don't meet advertiser standards.

How Brand Safety Works

Brand safety layers operate at the page URL, content category, and keyword level. Blocklists, allowlists, and IAB content taxonomy signals tell buyers whether an impression environment meets their brand standards.

Why Brand Safety Matters for Publishers

Publishers with strong brand safety scores access premium demand that pays 30-50% higher CPMs. Stellor Media helps publishers achieve brand safety certification to unlock these premium demand pools.

Frequently Asked Questions

How can publishers improve their brand safety rating?

Implement clear content policies, use IAB content taxonomy classification, avoid controversial content adjacency, and maintain clean ads.txt.

Which brand safety standards does Stellor Media support?

Stellor integrates with major verification vendors and follows GARM brand safety standards to meet advertiser requirements.

Does brand safety affect my CPMs?

Yes. Publishers with verified brand safety profiles command 30-50% CPM premiums from advertisers running brand-sensitive campaigns.

Related Terms

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