The brand safety poll questioned 90 senior European leaders from a digital advertising background on how the issue was tackled in 2019. It also covered areas they think should be improved in 2020.
The findings indicated that blacklists and whitelists remain dominant methodologies, with 93.8% and 87.8% of advertisers respectively choosing to actively intervene.
Other practices included the use of keyword targeting, employed by 91% of respondents and the use of verification partners, a strategy pursued by 83.9%.
The research confirmed that brand safety has risen up the industry agenda with 77% describing the issue as a key priority, catalysed by a series of scandals centred on providers such as YouTube. Earlier this month, YouTube introduced a personalised ad ban to strengthen child protection.
Elsewhere Bank of America has increased its own brand safety team as part of a renewed commitment to news advertising.
Discussing the report findings, Townsend Feehan, chief exec of IAB Europe said: “Brands fear the reputational damage that can come with a safety breach and expect more insight into where their ads are running and alongside which content. Their increasing sophistication and engagement in this area are creating more actionable pressure for change, which benefits the whole ecosystem.”