DoubleVerify Buys Leiki in Effort to Protect Brands From Awkward Advertising Moments

They'll bolster brand safety in premium environments


The concept of brand safety is one that members of the public are now largely aware of, with articles in mainstream press publicizing how ad tech can lead to blue-chip brands appearing alongside controversial content, primarily on Facebook and YouTube.

However, the nature of brand safety alongside the intricacies of programmatic advertising, whereby ads are targeted based on data signals such as keywords, means the question of brand safety is not simply a black and white issue where advertisers can simply avoid user-generated content.

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