← Back to glossaryBrand Safety

Contextual Safety

Using AI to analyze page content for brand safety before serving.

Related Terms in Brand Safety

Brand Safety
Ensuring ads don't appear alongside harmful or inappropriate content.
IVT
Invalid Traffic. Non-human ad interactions. GIVT (general) and SIVT (sophisticated).
Ad Fraud
Fake impressions, clicks, or conversions generated by bots or bad actors.
MFA
Made-for-Advertising sites. Low-quality sites designed to maximize ad revenue.
Viewability
Measuring whether an ad was actually viewable by a user.
Verification Vendor
IAS, DoubleVerify, MOAT. Third-party ad quality measurement.
Block List
List of sites, apps, or categories where ads should never appear.
Allow List
Approved list of sites where ads can appear. Most restrictive approach.

METRIX — Advertising Intelligence Platform