GARM Brand Safety: The Web Is 90% Safe, and the Risk Sits in Nine Categories
We scored 3.14 million websites on the GARM brand-suitability dimension. 90.2% are brand-safe (grade A); the non-safe tenth is concentrated in nine content categories that are systematically capped at medium risk (grade B), and the brand-safety floor is 99% Adult content. Here is where ad risk actually lives — and why category blocklists are a blunt instrument.