Unsurprisingly, the discourse at Cannes centered around AI in digital advertising. BSI COO AJ Brown goes deep and explains how transparency and trust are the new frontier of brand safety, and the vital role of creators in an increasingly synthetic landscape.
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Dave Byrne, founder of TrustRaise and BSI Board member, examines what it means for digital advertising and commerce when agentic traffic begins to reshape consumer interaction and its complications for traditional verification methods.
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As creator partnerships become core strategy, suitability and alignment have become essential to long-term success. TikTok and BSI are proud to partner on this topic and present original research vital to advancing safe practices in advertising.
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A free, unique-in-the-industry tool that lets publishers see how buyers of digital advertising inventory view the quality of your site(s).
With more being added all the time.
Learn more and registerThe Brand Safety Institute is the advertising industry's community of practice for brand and people safety. We help our membership and communities to stay informed, manage risk, and act responsibly through:
Ensuring professional competency in understanding and executing brand safety and suitable policies and practices
Monitoring, documenting, and interrogating the evolving landscape of brand safety, brand suitability, and marketing responsibility
Connecting and empowering brand safety professionals to widen their perspectives and informing their decision-making through engagement with peers
Sharing industry best practices and advocating for industry standards, ethical behavior, and consumer respect
BSI works with leading advertisers, agencies, platforms, and publishers — organizations whose teams have participated in BSI certification programs or partnered with us on research, education, or product development.
We give publishers the tools, insights, education, and industry connections they need to strengthen brand safety, demonstrate media quality, and build greater trust with advertisers. By making buyer expectations and quality signals more transparent, BSI helps publishers identify opportunities to make a stronger case for their content, audiences, and inventory.
Publisher Quality Utility
Publisher Council
Tips, Tools and Resources for Publishers
BSI helps platforms build, demonstrate, and continuously improve their brand-safety capabilities through expert training, industry best practices, peer-to-peer connection, research, thought leadership, and independent industry perspective.
Research
TikTok & BSI's Creator Suitability Report
BSI & Meta: The Business Case for Responsible Media
We give marketers the knowledge, tools, best practices, and industry connections they need to navigate brand safety and suitability across today's increasingly complex media landscape.
Instead of simply avoiding risk, BSI helps marketers understand it, manage it, and make more confident decisions—so they can protect their brand while investing in the audiences, content, platforms, and publishers that deliver business results.
We give creators the knowledge and practical tools to protect their reputation, avoid unnecessary demonetization, and build stronger relationships with brands. By understanding brand safety and suitability, creators can stay true to their voice while becoming more attractive to brand partners—and unlocking more opportunities to grow and earn.
BSI's Creator-in-Residence
Creator Crash Course
TikTok & BSI's Creator Suitability Report
