Category: Business

Why Full-Funnel Brand Safety Is Essential in 2025 | mFilterIt Blogs Think your ad is safe just because it’s viewable? Think again. According to the standards set by the Interactive Advertising Bureau (IAB) for measuring viewability, for an impression to qualify as a view, at least 50% of the ad must be visible on the screen for a minimum of one second. Based on these criteria, your brand ads might be showing up on premium websites. But are you sure you are driving the genuine audience to your dashboard even after your ads show up – and show up beside those perfect placements? What if 40% of your views are still fraudulent? What if the metrics are still being skewed by the bots? This is the uncomfortable truth: viewability doesn’t equal validity; it does not tell how well an ad is performing as safe-looking environments can still host fake engagement, ad fraud, and brand damage. Ensuring brand safety after the ad is served is equally important as ensuring the ad is being served alongside safe and relevant content. This will only happen when marketers start leveraging the right set of technology and brand safety solutions and ask the right questions like – Who saw the ad? Was it even a real person? Did it drive real action?