Brand safety refers to the measures that advertisers take to ensure that their ads are not displayed on websites or apps that could damage their brand reputation or violate their advertising policies. In the context of display advertising, brand safety is a critical concern because ads can appear on a wide range of websites and apps, and advertisers have little control over the content and context in which their ads are shown. To protect their brand, advertisers can use a variety of techniques, such as ad verficiation, blacklisting websites or apps that are known to be low-quality or in violation of their policies, and using brand safety technology to monitor and filter out potentially unsafe ad placements in real-time.