brand safety

Definition

Ensuring your ads don't appear next to content that makes your company look terrible, like extremist videos or conspiracy theories. Surprisingly difficult to achieve at scale.

Example Usage

After our yogurt ad appeared next to a violent video, we implemented strict brand safety controls and blacklisted half the internet.

Origin

Gained prominence following major brand safety scandals on YouTube in 2017

Fun Fact

Major advertisers once pulled millions in spend from YouTube after finding their ads funding extremist content, creating the 'adpocalypse.'

Source: Digital advertising industry standards and practices

Related Terms

Beginner

brand positioning

The deliberate crafting of how a brand occupies a distinct place in the consumer's mind relative to competitors, usually involving flowery language about being 'authentic' and 'innovative.' It's astrology for products, except with focus groups.

📣 Marketing / Advertising

Beginner

publicist

A professional spin doctor whose job is making their clients look good in the media, managing reputations, and turning mundane announcements into newsworthy events. They're the buffer between celebrities, brands, or politicians and the press, crafting carefully worded statements and begging journalists to cover their client's latest project. Basically a professional hype person with a Rolodex and crisis management training.

📣 Marketing / Advertising

Beginner

pay-per-click

An advertising model where advertisers pay each time someone clicks their ad, rather than for impressions or placement. It's the 'you only pay for actual interest' model, assuming clicks indicate interest rather than accidental taps.

📣 Marketing / Advertising

Beginner

rebrand

The expensive corporate ritual of slapping a new coat of paint on your company's image when the old one becomes toxic, outdated, or just boring to the marketing team. This typically involves burning millions on consultants to create a 'fresh' logo that looks suspiciously like the old one, followed by forcing everyone to pretend the company is fundamentally different now. It's basically witness protection for businesses, except everyone still remembers what you did.

📣 Marketing / Advertising

Beginner

unique selling proposition

The distinct benefit or feature that sets a product apart from competitors, ideally something compelling and defensible. It's your answer to 'why should I buy from you instead of the other guys,' assuming you have a good answer.

📣 Marketing / Advertising

Beginner

win-back campaign

A targeted marketing effort attempting to re-engage customers who've stopped buying, typically through discounts and guilt-inducing subject lines like 'We miss you.' It's the commercial equivalent of texting your ex at 2am.

📣 Marketing / Advertising

Translate This Term

See “brand safety” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.

Try the Translator

Share This Term

Post on X Share on Facebook Share on LinkedIn

Discover a Term

Beginner

foobar

f**ked up beyond all recognition...