Brandsafe
Brandsafe technology helps website publishers increase ad revenue by scanning for words that advertisers avoid, then using AI to rewrite brand-unsafe sentences. This ensures your content is advertiser-friendly and attracts higher-paying ad inventory. Early users see an average 11.66% increase in ad revenue across their entire website.
Why Are Your Ads Paying So Little?
Most people know that YouTube videos get demonetized for things like offensive language, copyrighted material, or graphic content—and the creator’s revenue drops to zero.
What most website publishers don’t realize is that their articles face a similar problem, but it’s invisible. Publisher’s pages don’t lose ads completely—instead, the highest-paying advertisers simply stop bidding on their ad space. Site visitors still see ads, but they’re lower-quality ads that pay publishers much less. A page may still look monetized, but the reality is, the publisher is earning a fraction of what they could be.
How serious is this problem?
The Guardian reported that UK newspaper and magazine publishers lost nearly £170 million in digital ad revenue due to content blacklists. These blacklists, designed to prevent ads from appearing next to controversial content, inadvertently blocked ads from appearing on some of the most popular and commercially valuable stories.
How Website Advertising Actually Works (And Why This Matters)
When a site visitor loads a web-page, an instant auction happens behind the scenes, where multiple parties bid against each other for the page’s inventory of possible ad placements. This auction happens in milliseconds.
Because everything happens so fast, advertisers use simple, automated scanning to avoid risky content. These systems look for specific words and immediately flag them as “unsafe”—without understanding the context.
The trouble is, in the interest of raw speed, these systems are also inherently dumb.
For example: If an article contains the word potentially unsafe term “explosive,” automated systems might block premium advertisers from bidding. But what if the article is about something safe like “explosive revenue growth” or “explosive new ideas” in a field of study?
Ad platforms simply don’t understand context; they just see a red-flag word and move on. In the interest of maximizing speed, most ad platforms trade slow, intelligent contextual understanding for fast-but-dumb pattern matching.
The result? Even though your page should have received top-tier advertisers (which pay premium rates), your page gets filled with bargain-bin ads from lesser-known advertisers who pay much less.
Most publishers never notice this is happening because the page still looks monetized. Yes, there are still ads appearing next to the articles. But over time, these lower-paying ads can cost publishers thousands or tens of thousands of dollars in lost revenue—especially if a site has many articles with flagged words.
The BrandSafe Solution
BrandSafe intelligently scans publisher’s websites and identifies words that trigger advertiser blocklists. Then, using AI to fix just those specific words, Brandsafe makes content appealing to top-tier advertisers. Nothing else on the page is changed — just the words or phrases which could potentially result in reduced monetization.
Often, fixing just one or two words on a page can restore premium ad revenue. Apply this across an entire site, and the financial gains can be substantial.
In testing, BrandSafe delivers an average revenue increase of nearly 12%. For sites where problematic terms appear frequently, revenue increases of over 100% are possible.
Interested? Use the Contact Form on the site to join the Beta Program.