What is a brand-safe advertising environment?

Last March 20th, comScore published an article relevant to a larger research initiative they’re working on that spelled out how an average of 72% of all campaigns run ad impressions on inappropriate sites or content. This is a large figure: 72% of all campaigns run in inappropriate environments. However, Dr.Magid Abraham’s presentation at the IAB’s Annual Leadership Meeting also stated that 14 or 18 campaigns measured (probably in this same research project) reported ad impressions in “inappropriate” environments 0,01% of the time. So even if most campaigns have “straggler” ad impressions that show up at the wrong place, the actual volume of these wrongfully targeted ads is rather small.