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 on where the ad will be placed as the focus shifted towards behavioral targeting.
While the focus is towards targeting the right audience, it is crucial to ensure the <a target="_blank" href="https://www.mfilterit.com/blog/brand-risk-in-digital-ecosystem/">brand reputation</a>. 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&amp;T and Verizon withdrew themselves from online ad purchases as their content was appearing alongside the terrorist sympathizers content.<a target="_blank" href="https://www.mfilterit.com/blog/what-is-brand-safety/">Read more</a>

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 on where the ad will be placed as the focus shifted towards behavioral targeting.

While the focus is towards targeting the right audience, it is crucial to ensure the [brand reputation](https://www.mfilterit.com/blog/brand-risk-in-digital-ecosystem/). 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.[**Read more**](https://www.mfilterit.com/blog/what-is-brand-safety/)

Role of Brand Safety in Digital Advertising