The concept of brand safety has been around for a while. Here’s what it means in a nutshell: Brands (for good reason) don’t want their ads to appear next to inappropriate or objectionable content.
Since brand safety is considered a buy-side issue, most articles and information that you’ll find online is covered from the advertisers’ perspective. However, brand safety directly affects publishers too.
When advertisers cut ad spend, use keyword blocklists, and narrow their site targeting lists—that’s lost revenue for publishers.
In our brand safety guide for publishers
, we cover the topic from the publishers’ perspective, including how brand safety is enforced, the effectiveness of brand safety tools, the cost for publishers, and things they can do to understand and mitigate the revenue impact.
Here are some other stories you’ll find in this issue:
- The 3 types of adblock revenue recovery strategies used by top publishers, along with pros and cons of each
A guest post authored by Marty Krátký-Katz, co-founder and CEO of Blockthrough, which includes the key takeaways from the 2021 PageFair Adblock Report
We hope you enjoy this issue. As always, if you have any feedback about this newsletter, just hit reply and send me your thoughts!