Welcome to BSI

The advertising industry's community of practice for brand and people safety

The Brand Safety Institute's mission is to continuously drive a healthy and sustainable advertising ecosystem by raising awareness of brand and people safe practices through thought leadership, community, education, and certification
About BSI

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Stay Informed | Manage Risk | Act Responsibly

New in Brand Safety

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Artificial Intelligence

With lessons from the larger business community, we explore how AI and large data models can benefit your enterprise to more efficiently offer higher levels of brand safety and suitability.

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Data Privacy Day

In celebration of Data Privacy Day, BSI has partnered with Meta to encourage the digital advertising industry and brand safety community to be better stewards of consumers’ data and experiences.

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2024 Marketer Forecast

Our marketer community looks ahead to the issues that will define the upcoming year, including AI, regulatory compliance, brand safety, measurement challenges, sustainability, platform alignment, and more.

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What We Do

The 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:

Certification

Ensuring professional competency in understanding and executing brand safe policies and practices

Thought Leadership

Monitoring, documenting, and interrogating the evolving landscape of brand safety, brand suitability, and marketing responsibility

Community

Connecting and empowering brand safety professionals to widen their perspectives and informing their decision-making through engagement with peers and experts

Education

Sharing industry best practices and advocating for standards, ethical behavior, and consumer respect

There are certified brand safety practitioners at the world’s largest advertising agency holding companies, global 500 brands, and major technology platforms.

AIG BOFA Bank of Montreal GroupM gumgum Horizon Media KPMG Kroger Lufthansa MERCK Meta NBCUniversal OpenX oracle-advertising Pandora Publishers Clearing House SIGHTLY tiktok Universal McCann Verizon Media
Certification Thought Leadership Community Education

Get Certified

As the challenges to brand safety continue to arise, certified brand safety professionals and companies raise industry competency and secure our media channels in the age of digital and "live" content. Certified professionals signal to the industry that they are operating at the highest possible levels in brand safety effectiveness and reputational risk management. Our certifications are designed to elucidate brand safety issues, solutions/partners, and help you/your company act responsibly.

Brand Safety Officer

A Brand Safety Officer certification demonstrates to companies and peers that you are a qualified practitioner, and thought-leader, in the field of brand safety

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Brand Safety Business Partner

Brand Safety Business Partner certification is for non-experts to build their knowledge of the digital advertising supply chain and the issues

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Brand Safe Workforce

The Brand Safe Workforce certification provides the training and certification for individual Brand Safety Officers and Brand Safety Business Partners as well as corporate certification recognizing a commitment to brand safety.

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Get Involved

Brand safety, brand suitability, and marketing responsibility are becoming more complex and nuanced by the day. Expert practitioners and policy leaders across the digital advertising supply chain are shaping the discussion around managing reputational risk. Become a part of the BSI community of practice that sees brand safety as fundamental to a healthy and sustainable digital advertising ecosystem, stays current on the issues, pushes for progress, and believes shared success is a win for everyone.

Knowledge Centers

Organized around a specific topic area in brand safety and suitability practice, BSI's Knowledge Centers give you the information you need to develop and execute your brand safety strategy.

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Video Interviews

Interviews with thought-leaders in the brand safety and suitability space.

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Brand Safety Officer-in-Residence

BSI’s Brand Safety Officer-in-Residence helps to amplify the voice, contributions and importance of a well-trained and resourced Brand Safety Officer.

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Get Connected

Marketers, publishers, agencies, platforms, and ad tech solution providers all bring different perspectives on brand safety and how they can contribute to a healthier ecosystem. BSI communities bring together these diverse perspectives to enable the industry to move forward by working together to achieve shared goals. Sharing insights and experiences across the supply chain empowers members of our communities to elevate their brand safety practices and create cross-industry understanding.

Marketers' Roundtable

Keeps marketing professionals aware of new and ongoing brand, media, and public safety issues that can undermine advertising effectiveness and the positive potential of online content.

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Publisher Council

Advertising and media executives from publishing companies to explore and elevate publishers’ perspectives, value, and role in brand safety and suitability issues

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Events

Find us at these industry events

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Get Smarter

Managing reputational risk is always harder when you have blind spots. The Brand Safety Institute continuously surveys the landscape for market intelligence and perspective to consider as you build your Brand Safety Plan and execute it. We are here to help you keep a pulse on what is trending and how your colleagues across the ecosystem are approaching the various challenges to brand safety, brand suitability, and marketing responsibility. We collate important industry news around brand safety, create topical sections, and feature key stories on our BSI blog to help you stay informed.

BSI Blog

The latest news and analysis from the BSI, and around the industry

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Resouce Library

Research, frameworks, best practice guides, etc

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Brand Safety Glossary

Your guide to industry terms and acronyms

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Share with a Colleague

Accelerate brand safety practice in your workplace, and the wider industry, by sharing the mission of the Brand Safety Institute with a colleague.

Spread the word

Brand Safety Week 2023

As the centerpiece of Brand Safety Week 2023, the Brand Safety Summit in New York City celebrated 10 years of progress in surfacing issues and solutions to media quality and responsibility challenges.

Learn what the brand safety community had to say on AI, privacy, DEI, MFAs, and more.

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TAG/BSI Consumer Survey

US consumers broadly believe that all news content is appropriate for ads, according to the 2022 US Consumer Brand Safety Survey, conducted by the Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI).

88%

say it is important that advertisers ensure their ads are not placed near brand unsafe content

88%

would feel more positive about companies that required partners to be independently certified for brand safety

69%

said ad funding for coverage of the Ukraine war outweighed any risk of violent content in that coverage
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Twitter & Brand Safety

Since Elon Musk took control of Twitter, chaos on the platform has led to uncertainty within the advertising community.

As Twitter is still a platform with out-sized influence — and a commendable partner in the fight for brand safety over the last several years — agencies, brands, and publishers will need help to guide their activity on the platform.

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News & Journalism

News and journalism serve a critical role in our societies, and advertisers have a responsibility to help it survive in a world where truth becomes hard to recognize.

In this Knowledge Center, you will find your suitability for news and journalistic forays and your sense of responsibility for the role it plays in your marketing - or operations, if you are a publisher.

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Diversity, Equity, & Inclusion

We are at the proverbial “tipping point” for race, ethnicity, and other elements of difference in our country, and around the world. The optics are changing in real, global time.

BSI's new Knowledge Center will expand your perspectives on the importance of DEI for business and be a source for information along your DEI journey.

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