Video hosting service Vevo, one of YouTube’s biggest content partners, has a new ratings system for brand safety across its content on YouTube, amid the continued concerns of advertisers about where their ads are appearing on the video sharing site.

The system will combine automation and human moderation to rate each piece of Vevo content versus 21 points of brand safety criteria – including references to violence, drugs, and nudity. These criteria are then mapped to the TV content rating system’s category descriptions in the US and the UK.

On top of the introduction of brand safety controls, Vevo is now offering guaranteed reach to advertisers, based on their choice of demographic or take-over and rating, in the US and the UK.

“Guaranteed Reach is the culmination of efforts to bridge a gap between linear TV and digital video. Commercial impressions (exposure) and commercial reach (people) have always been two separate things, with frequency being the X factor,” said Kevin McGurn, CSO at Vevo, in a blog post. “It’s long been thought that buying premium video is done so at a sacrifice to reach, in exchange for audience comps and effectiveness and I’m very pleased to say that we have found market leading efficiencies that that can now be passed onto our clients.”