Brand Safety & Suitability Council | MMA Global

Brand Safety & Suitability Council

The Council’s aim is to develop processes, programs, benchmarks, and measures to protect ones brand’s reputation and marketing investment. The idea is to provide guidance and learnings to brands and performance marketers.

The council will create India specific Brand Safety framework for the digital advertising ecosystem that will identify and measure elements of an advertisement having high impact on the quality of content, media and engagement.

This will be achieved through a Brand Safety Framework which can be used to analyze the spends and formulate strategy aligned with the positioning and reputation of a brand, helping other stakeholders as well to proactively contribute towards common goals of optimizing returns on spends and create a safe ecosystem possessing integrity and respecting privacy of all in the value chain, including audiences.

Council Objectives:

  • To facilitate a structure and help roll out brand safety guidelines & case studies
  • To enable Ad fraud control standards and share/advocate best practices & detection tools
  • To help address viewability challenges and help shape the future of media quality in digital advertising

Advisory Members



Reports & Whitepapers


Council Companies