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# Brand Safety Blocks
- URL: https://www.adlingo.org/glossary/brand-safety-blocks/
- Published: 2025-01-15T11:40:00.000Z
- Updated: 2025-01-15T11:40:00.000Z
- Description: Pre-bid filters that prevent ads from appearing alongside specific content categories or keywords deemed inappropriate or harmful to the brand.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

Pre-bid filters that keep your ads away from content your brand should not be next to. The challenge is calibration. Blocks set too narrow miss genuinely harmful placements. Blocks set too broad knock out legitimate content and reduce your available inventory to the point where you are not reaching your audience. Most blocklists need a quarterly audit. Most never get one.