Use case: Combine brand safety, contextual  & sentiment data for better decisions


The Problem

Advertisers’ desire for “brand safe” environments often comes with the added requirement of not displaying ads in negatively populated environments.

Previous targeting and tagging methods have typically not allowed safe exclusion of negative environments.

In short, brand safety describes the process of gaining full transparency into online media so that ads are not placed within or beside inappropriate or potentially harmful content. The longer explanation is more complex. Each brand has its unique offering, vision, and values, so there is no prescriptive list of unsafe media. But generally speaking, brand safety can be defined as steering clear of content that is: illegal (in terms of copyright or subject), salacious, offensive or directly opposed to specific brand principles and image.

Why are “brand safe” environments important?

The key reason brand safety is important is simple: reputations are very fragile. A good reputation can take many years and significant investment to build — for brands, media and publishers — but just needs moments to crumble. With just one misplaced advertising, or low-quality ad served on a premium site, negative associations can be created that damage audience relationships; reducing advertising returns for brands, and revenue for publishers.


Use case idea

Do you refine your Brand Safety by excluding negative messages?

The hyScore algorithms determine not only the general brand safety (via category and weighted keywords) but also the general orientation of a text (positive/neutral/negative). 

An automated exclusion of negative environments? This is easily possible with the right context and ambient data.

Build your individual brand safety solution based on our data.



  • Companies & Brands
  • Data Management Platforms (DMP)
  • Demand Side Platforms (DSP) & Sell Side Platforms (SSP)
  • Media Agencies
  • Publisher & Publisher Networks
  • Solution & Technology provider