What impact do brand safety measures have beyond protecting brand values?

Brand safety measures play a crucial role in safeguarding a brand's reputation and values while also influencing how audiences perceive the brand. By preventing ads from appearing alongside unsafe, inappropriate, or controversial content, these measures help avoid negative associations. This is significant because a brand’s reputation can be severely impacted by the context in which its ads are displayed. Ensuring that advertisements are associated with content that aligns with the brand's values helps maintain audience trust and loyalty, which is essential for long-term success.

While enhancing visual design, ensuring ad reach, and increasing placement frequency are important aspects of advertising strategy, they do not directly relate to the primary function of brand safety measures. The emphasis is on mitigating the risk of negative audience perception, which can have lasting repercussions for a brand's image and customer relationships.