When it comes to brand safety, everyone in the industry has their own horror story or gut reaction about what type of sites and contents hold the greatest risk for advertisers. We at Syntax, decided to look behind the curtain, and see what story the data tells. Using the content published on the Hungarian web over a one-month period as our base, we analysed over 350.000 pieces of content. Of these 5% received a classification of„Dangerous”, 40% „Circumstantial” and 55% „Neutral”. This means that every 20th piece of content published online did not meet the standards of an average advertiser.