Brand safety means keeping ads off pages a brand shouldn't appear on — piracy, hate, adult content where it isn't wanted. The platform covers this in layers.
Built in
From Ad Fraud Protection:
- Content review — pages are read and classified for brand safety.
- Unsafe content is one of the reasons a source is blocked pre-bid.
- Real-time risk scoring — each request, impression and click gets a risk score: allow, block or flag.
Supply Intelligence adds a brand-safety verdict and content category for each placement, and the Curated Marketplace offers brand-safe lists, reviewed before listing.
Third-party verification
The Brand Safety Connector ($2,990) adds IAS or DoubleVerify pre-bid verdicts to every bid, so impressions on unsafe pages are never bought:
- IAS and DoubleVerify
- Pre-bid verdicts
- Per-campaign settings
- Reports you can show clients
Cookie-free targeting that's brand-safe
Contextual AI Targeting matches ads to page topics and is brand-safe by design.
Choosing a level
- Performance advertisers → built-in content review is usually enough.
- Brands with their own verification requirements → Brand Safety Connector.
Related: What can be blocked, and the four action levels · Industry standards and supply-chain transparency
Nov 13, 2026