The conversation around brand safety is evolving. What was once a matter of avoiding harmful content is now a complex web of responsible media efforts under increasing scrutiny for their impact on performance.
This month, we highlight a compelling three-part video series featuring Phil Cowdell and Louis Jones that reframes brand safety through the lens of performance, suitability, and purpose. From AI disruption to youth protection, advertisers today must navigate an ecosystem in which context, values, and outcomes are all intertwined.
Let’s explore the insights shaping that future.
Safe, Suitable, or Unsuitable? Your View of Content May Be Blocking Brand Performance
In a new three-part video series, BSI’s Louis Jones sits down with Channel Factory’s Phil Cowdell to explore how outdated notions of brand safety are holding brands back—and what the future looks like. From “conscious advertising” to performance-driven suitability, the series unpacks how brands can align their values with their strategy and still win on performance.
In Session 1, the duo reflects on their decades in media and how we got here. Session 2 introduces six concrete levers for unlocking “performance plus,” arguing that traditional tools need a modern refresh. Session 3 dives into brand responsibility, from DEI to youth mental health, and calls for intentionality in shaping the digital landscape. Watch the full series →
More from BSI
Online Safety for Youth: A Chasm of Alarming Proportions
From troubling algorithmic pushes on multiple platforms to Roblox’s continuing fight against predators, new reporting reveals how far tech platforms still have to go in protecting young users. As harmful content continues to proliferate online, the brand safety conversation is now inseparable from child protection. Read the full article →
AI Reignites Brand Safety Concerns
The rise of AI-driven content is driving new spikes in hate speech, misinformation, and deepfakes — overwhelming traditional filters and putting brand safety back at the center of the conversation. At the same time, advertisers are experimenting with suitability frameworks to navigate nuance, but neither approach can be ignored. The real challenge: managing both safety and suitability in an era where risk mutates daily. Read the full article →
Brand Safety and the Fight for Effectiveness
Brand safety isn’t just a media-buying tactic—it’s a flashpoint in the culture wars. As the FTC cracks down and AI-generated “slop” surges across platforms, advertisers must now balance ethics, brand alignment, and effectiveness in real time. Read the full article →
Brand Safety is Now a Double-Edged Sword
With the FTC wading into the brand safety space and with creators caught in widening ideological crosshairs, brand protection now demands precision, not avoidance. The challenge? Staying present without losing control. Read the full article →
From the Industry
JOB POSTING: Manager, Brand Safety @ IPG Mediabrands IPG Mediabrands is hiring a Brand Safety Manager to help transform data into actionable insights, drive training and thought leadership, and collaborate across teams to keep campaigns aligned with brand safety principles. Ideal candidates have 3–5 years of experience in media, marketing, or comms, strong writing and visual skills, and a knack for turning data into clear, compelling insights. Apply here.
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Thank you for being a part of the BSI community. We look forward to bringing you more insightful stories and industry updates in the coming issues. Stay tuned, and we'll see you next month!
