#brandsafetytool

In 2026, the biggest risk in video advertising won’t be unsafe content; it will be misplaced trust. 

Video has evolved into the most influential layer of the digital ecosystem, shaping brand identity and consumer perception at scale. According to a stat, 95% of the brands see video marketing as a crucial part of the overall strategy. It shapes how audiences discover brands, how narratives are framed, and how trust is built, and ultimately, brand reputation is built or eroded at scale. Unlike static formats, video does not exist in isolation. It creates an immersive environment where advertising, content, and emotion intersect. 

In 2026, the biggest risk in video advertising won’t be unsafe content; it will be misplaced trust. 

Video has evolved into the most influential layer of the digital ecosystem, shaping brand identity and consumer perception at scale. According to a stat, 95% of the brands see video marketing as a crucial part of the overall strategy. It shapes how audiences discover brands, how narratives are framed, and how trust is built, and ultimately, brand reputation is built or eroded at scale. Unlike static formats, video does not exist in isolation. It creates an immersive environment where advertising, content, and emotion intersect. 

As brands increase their investments across short-form UGC content, long-form video, OTT, and connected TV, the line between content and advertising continues to blur. Viewers don’tcompartmentalize their experience. The content they consume and the ads they see are perceived as part of the same moment. 

What if your ads aren’t reaching the people you want, but are still showing up in places you never approved? That’s the hidden problem with keyword overblocking and underblocking. When you overblock, your brand loses visibility in safe and relevant environments, allowing competitors to dominate the spaces you should have owned. When you underblock, your ads risk appearing next to unsafe or irrelevant content, hurting your brand reputation and audience trust.

This creates a clear domino effect: lost reach, weaker impact, wasted budgets, and declining brand credibility. And most brands don’t even realize that these issues start with one flawed assumption; that keyword blocking alone can keep their ads safe.

Brand safety is non-negotiable in today's digital advertising landscape. mFilterIt’s advanced Brand Safety solutions empower advertisers and marketers to protect their brand reputation from harmful, inappropriate, and non-contextual placements, maintaining brand relevancy. Leveraging AI-driven context analysis, real-time monitoring, and sentiment detection, mFilterIt ensures your ads appear in environments that align with your brand values. Our tool safeguards your media investments against fraud, fake news, hate speech, and other brand-damaging content across channels -  programmatic, display, video, or social media. With granular visibility and actionable insights, mFilterIt goes beyond traditional brand safety metrics, giving you the control to define, monitor, and enforce your unique brand standards globally. Stay ahead of reputational risks and ensure that every impression reflects trust and authenticity. Choose mFilterIt to build consumer confidence and maximize campaign performance - securely and responsibly.

Brand Safety Solution in USA , Saudi Arabia , United Arab Emirates , India.

Brand safety, in simple words, refers to the practice of ensuring branded content does not appear next to unsavory explicit, or offensive content. While most advertisers are painfully aware of their limited control over the placement of their ads, their consumers are not as discerning as them.

A few years ago, a media buying agency pulled its advertising budgets from YouTube and Google Display advertising platforms because of an article highlighting the appearance of ads next to neo-nazi and other forms of extremist content.

Just like the placement of ads next to ‘wrong’ content is bad for the brand’s perception, placement of the same ads next to complementary content can potentially drive better results. Ensuring the same is known as ensuring brand relevancy in digital advertising.

Both brand safety and relevancy are closely related topics and thus, may be confused with each other. However, in the high-stakes game of branding and advertising, there is no space for such confusion.

According to an advertising standards study, about 35% of Indian brand companies faced reputational damage due to misleading advertisements. Digital brand infringement, such as fake websites and social media handles, led to a loss of up to 25% in the market share of various well-known brands.   

The irrelevant ad placements and fake websites may quickly harm the reputation of the brand. The damage extends beyond consumer perception. It can lead to diminished sales, loss of customer trust and cost brands long-term financial loss. 

The key elements of the solution included robust region-specific Content Categories content context analysis, sentiment analysis, video frame recognition, and GARM compliance.      

It is done through not only keyword searches and meta tags in the description and title but also AI & ML-driven context analysis and sentiment analysis to ascertain relevancy. Furthermore, the frame recognition strategy involves analyzing individual frames of video content where the ads are placed rather than relying on the metadata only. 

Brand marketing has evolved with time. In the past, it was more of contextual targeting that was focused on spending the ad budget in purchasing the ad spaces with the relevant sites only. However, the landscape changed with programmatic advertising. The advertiser started losing control of where the ad would be placed as the focus shifted towards behavioral targeting.

While the focus is on targeting the right audience, it is crucial to ensure the brand reputation. For example, if the ad for a beauty product gets placed on a website that has anti-social content, it will surely tarnish the company’s reputation. In 2017, reputed brands like AT&T and Verizon withdrew themselves from online ad purchases as their content was appearing alongside the terrorist sympathizers’ content.

Considering the monetary and reputational investment involved, advertisers must implement the strategies with the utmost brand safety tools. Let us explore, in detail, the significance of brand safety and explore strategies to mitigate risks and protect brand reputation.

An AI-ML-driven brand relevancy and safety solution for the detection and management of brand hygiene with an automated process. Regional, contextual understanding, and sentiment analysis are used for content validation. This solution offers Brand Hygiene Protection including vernacular capabilities. It also possesses deep learning capabilities.

It protects the brand image from irrelevant media placements by ensuring digital campaigns run with advertisers & globally recognized brand and GARM guidelines. It enables custom targeting and exclusion themes and accurate detection of unsafe content and contextual targeting through text and sentiment analysis, engagement metrics etc. It whitelists channels, platforms, and videos based on brand safety standards and targeting norms for digital advertising.