The research details how brands can achieve brand safety.

It comes as brand safety continues to be a hot topic for marketers across the world amid a rapidly evolving media landscape and booming content growth.

Marketers are keen to protect their brand’s reputation and allocate media budgets toward content that reduces the risk to their brand.

Key findings from the research include that 80 per cent of consumers say ads related to the content they are viewing impact their perception of the brand, and 70 per cent of consumers find it at least somewhat important that advertising is relevant to the content being consumed.

The research also highlighted the shortcomings of brands relying on keyword lists to block unsavoury content.

It said: “Keywords are too blunt to accurately block unsafe and unsuitable content for brands”.

One particular problem is that keyword lists can miss unsafe content when a keyword isn’t included in the URL 

It found that URLs without keywords blocked led to one brand being exposed to anywhere from 24-61 per cent of dangerous content.