The MRC Just Redefined Brand Safety: What It Means for Advertisers

The Industry Wake-Up Call

The Media Rating Council (MRC) recently issued a new policy that changes how the it defines Brand Safety.

Many verification vendors claim to protect brands from unsafe environments while relying on domain-level or label-based classification rather than page-level measurement.

The MRC’s updated stance is clear:
Only solutions that evaluate the full context of a page, including text, structure, and where possible, visual and audio cues — can meet the new definition of Brand Safety.

For buyers, this means that what was once considered “safe” may no longer meet these standards.

Why This Matters for You

Advertisers have long assumed that “Brand Safe” meant ads were placed in the right environments. In reality, many verification tools only assess broad domains or keywords, leaving major blind spots.

That gap leads to real consequences:

• Ads running near off-brand or risky content that slipped through generic filters
• Overblocking that limits reach and drives up costs
• Limited clarity on why specific content was flagged

The MRC’s policy finally calls attention to these issues, changing expectations for transparency and accuracy.

The Gap Between Policy and Practice

Most legacy verification tools were built when keyword scanning was enough. But the digital ecosystem has changed.

Today’s web is dynamic, visual, and complex. Brands need solutions that understand context at the page level, not at the property level. The MRC’s update highlights a reality advertisers have been feeling for years: if your verification partner only measures keywords or domains, it might not be the full picture.

This change creates both uncertainty and opportunity; uncertainty for those still relying on outdated tools, and opportunity for marketers who demand more transparency and control.

Peer39’s Approach: Built for True Page-Level Precision

Peer39’s technology analyzes every page in real time to understand not just what the content is about but how it fits within a brand’s unique suitability framework.This is not a reaction to the MRC’s policy. It is the foundation Peer39 was built on.

Our approach gives advertisers:

• True content-level safety and suitability across every impression.
• Transparent reporting at no additional cost.
• Consistent, page-level control across all major DSPs with no fees or minimums.

What Advertisers Should Do Now

1. Ask deeper questions.
   Does your verification partner measure safety at the page level or just the domain?
   
   
2. Audit what is actually being classified.
   The MRC’s clarification has made brand safety a more nuanced term. Understanding what’s behind it matters.
   
   
3. Choose partners who prioritize transparency.
   Opt for providers who can clearly explain how classifications are made and offer direct visibility into those decisions.

Advertisers taking these steps will protect their brands but also gain greater efficiency and insight across their media buys.

The Future of Brand Safety Is Contextual

The MRC’s update signals a broader industry shift toward context-driven decision-making.

As identity-based targeting fades, context becomes the most reliable way to connect with audiences safely and meaningfully. Advertisers embracing page-level intelligence will be better positioned to protect their brands, optimize performance, and adapt to what’s next.

Peer39 has done this from the start, helping marketers turn context into a competitive advantage.