Brand Safety & Compliance Statement

This Brand Safety & Compliance Statement describes the principles and operational approach applied by The Edge Initiative B.V. (“Edge”, “we”, “our” or “us”) to ensure responsible, compliant and controlled programmatic advertising execution.

Edge operates in complex, high-stakes advertising environments where brand safety, regulatory compliance and governance are critical to sustainable performance.

1. Brand safety approach

Edge approaches brand safety as an ongoing operational process, not a static configuration.

Our brand safety framework is designed to:

  • protect advertiser brands from unsafe, unsuitable or misaligned environments;
  • manage reputational and contextual risk at scale;
  • balance safety requirements with delivery and performance objectives.

2. Pre-bid and post-bid controls

Brand safety controls may be applied both before and after ad delivery, depending on the campaign, platform and risk profile.

  • Pre-bid controls are used to prevent ad delivery in unsuitable environments where possible.
  • Post-bid controls are used to monitor delivery, validate placement and identify potential issues requiring remediation.

Edge does not rely exclusively on static blocklists or allowlists and applies contextual and risk-based approaches where appropriate.

3. Contextual and risk-based evaluation

Brand safety decisions are informed by contextual signals, content classification and risk assessment methodologies.

This may include evaluation of:

  • content category and subject matter;
  • tone, sentiment and sensitivity;
  • environmental and placement context;
  • jurisdictional and cultural considerations.

Edge may apply criteria that are more restrictive than platform defaults based on advertiser requirements or internal risk assessments.

4. Alignment with platform policies

Edge operates in alignment with the policies and requirements of applicable DSPs, SSPs, publishers and inventory sources.

Compliance with platform policies is a baseline requirement. Edge reserves the right to apply stricter standards where necessary to protect advertisers, partners or Edge itself.

5. Client-defined risk tolerance

Brand safety requirements and acceptable risk thresholds vary by advertiser, industry and campaign objective.

Clients define their desired level of brand safety and risk tolerance. Edge provides guidance, implementation and operational oversight but does not assume editorial responsibility for advertiser decisions.

6. Compliance and governance

Edge maintains a compliance-first approach across its operations, including:

  • adherence to applicable data protection and privacy regulations;
  • compliance with contractual obligations;
  • alignment with industry standards and best practices;
  • internal governance and control mechanisms.

Where compliance risks are identified, Edge may take corrective action, including campaign suspension or modification.

7. Continuous review

Brand safety and compliance requirements evolve continuously as platforms, regulations and industry practices change.

Edge regularly reviews and adapts its controls, methodologies and processes to address emerging risks and maintain a high standard of operational integrity.

8. Updates to this Statement

This Brand Safety & Compliance Statement may be updated from time to time to reflect changes in legal requirements, platform policies or Edge services.

The most current version will always be available on our website.

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