Brand safety is an exercise to protect the brand's goodwill and image from such types of practices that harm the brand image. Many companies use programmatic media for their digital campaign media. But, still, many organizations don't invest in such types of concepts. Thus, it is important for organizations to understand the importance of brand safety and how this helps them to get better results and protects the brand's value and reputation in the digital world. Why is brand safety important in advertising? Well, there are lots of things that help to protect your brand from all types of brand reputation and legal actions. In the upcoming section, we will discuss the other importance of brand safety in advertising. Protecting brand reputation: If your brand ad place on inappropriate or disturbing content, such type of ad placement damage the brand's image. This can lead to a decrease in sales, create a negative image, and even legal trouble. Avoid Legal Liability: In some cases, brands face legal complaints due to ads placement on the right content. By using brand safety solutions brands can easily place their ads on safe environments, and brands can protect themselves from legal problems. Improving Ad Performance: When your ads run in a good environment then automatically your sales and conversion increase and consumers trust brands that they perceive as being safe and reliable. These are some important things that brand safety can provide to your advertisement.