(Necessary disclaimer: this newsletter represents my own views and not those of the advertising industry at large or my employer.) What is brand safety? In short, it's a term generally used in the advertising industry to refer to efforts to keep brand messaging (that is, ads) from appearing next to content that's inappropriate and thus damaging to the brand's preferred image. Although people define brand safety differently, it's generally thought to include at least the dirty dozen* categories pictured above: things like hate speech, terrorism, or illegal drugs. When brands run ads on TV or online, their goal is to ensure that their ads don't show up adjacent (either chronologically, as on TV or Snapchat; or spatially, as in a newspaper or on a web page) to unsafe content.