The open web is a free and unlimited online environment where websites constantly change, expand and update. This is why you should be careful when serving ads. Consider applying the right measures and tools to secure your assets and protect your brand’s image when engaging with online users.

Nobody wants a brand’s image associated with the wrong sort of messaging in the surrounding environment, especially when running a brand awareness campaign.

For the Internet Advertising Bureau (IAB), brand safety is defined as keeping a brand’s reputation safe when you advertise online. In practice, this means avoiding placing ads next to inappropriate content. According to the IAB, this also involves providing a safe environment for ad trading.

At Zemanta, we stress the importance of Brand Safety for our customers and we constantly add new features and measures to improve it.

We partner up with ad exchanges that provide safe Media Sources and access to premium publishers. This is the very first layer that ensures brand safety on the third-party front.

Within Zemanta, you consider applying the following targeting measures in order to ensure brand safety:

Be careful when applying targeting strategies to your ad groups. Too many targeting options can narrow down your audiences and considerably affect your reach.