The tool uses natural language processing and artificial intelligence (AI) to identify unsafe content, such as that containing hateful, sexual or profane material.

The content is then graded by the brand safety tool across seven categories of concern for advertisers.

Kieran Seán Fitzpatrick, founder and chief executive at Spiketrap, said the tool would provide firms with “brand safety scoring that has become prerequisite table stakes for the platforms, brands, and communities inspiring authentic audience conversations”.