Brand Safety Controls

Brand safety controls are the settings that decide which communities and content categories your ads can and cannot appear next to.

You work from Reddit's inventory tiers, which already screen out the riskiest communities, then tighten from there. You can include a defined set of communities so your ads only run where you choose, or exclude communities and content categories you do not want to sit beside. NSFW inventory is walled off by default and only opened for advertisers in categories that fit it.

You advertise a family board game. You keep the standard inventory tier, exclude a handful of communities that drew off-brand comments in earlier campaigns, and add an include list of parenting and tabletop subreddits. Now the same ad runs in places that fit the product and stays out of threads that would embarrass it.

Tighten too far and you starve delivery. Stack a narrow include list on top of a strict tier and a small audience, and there may not be enough eligible inventory left to spend your budget. Loosen one lever at a time and watch reach, rather than locking down all three at once.

Safe and invisible is still invisible.