Brand Safety Institute Blog

Victor Mills

Unifying in Divisive Times

by Victor Mills on Feb 6, 2025 2:04:47 PM

In an era defined by rapid shifts in the advertising and global economic landscape, brands and publishers are grappling with unprecedented challenges. The need for transparency and adaptability has never been more critical to brand safety, whether a...

Brand Safety Shifts Markedly in 2025

by Victor Mills on Jan 31, 2025 1:15:37 PM

Social platforms are redefining moderation policies and external political shifts are influencing brand perception. Advertisers must take a more solitary stance, wrangling their trepidation and strengthening partnerships with creators who now have less...

TikTok Fickleness at the Transition of Power

by Victor Mills on Jan 21, 2025 2:38:08 PM

Amidst TikTok's turbulent week, RedNote emerged as a potential beneficiary, experiencing a surge in American and English-speaking users. The unpredictability of social media landscapes necessitates robust brand safety protocols to navigate potential...

Leveraging AI in Brand Safety Without Losing the Human Touch

by Victor Mills on Jan 15, 2025 3:05:13 PM

AI dependence in brand safety/suitability could hinder strategic decision-making, and business results. AI is not a replacement for human judgment, but an enhancement to it.

A Massive Opportunity in Gaming – Advertisers are Missing the Boat

by Victor Mills on Jan 9, 2025 2:24:19 PM

Advertising within games or around gaming culture requires a tailored approach. The opportunity is too vast—and too valuable—to ignore. What is lacking is a cohesive strategy for promoting gaming as a lucrative advertising vehicle for marketers.

Brand Safety 2025: Driving Customer Value

by Victor Mills on Dec 13, 2024 8:00:00 AM

The concept of brand safety has matured from merely avoiding harm to fostering environments that add value for advertisers, publishers, and audiences. This shift redefines what it means to safeguard a brand in a complex, interconnected world.

Brand Safety in Gaming: Challenges and Opportunities

by Victor Mills on Dec 2, 2024 2:23:14 PM

Gaming has become a cornerstone of digital marketing, especially for younger audiences. . By aligning their strategies with evolving safety measures, marketers can successfully navigate the many challenges while reaping the benefits of engaging with the...

Balancing AI Innovation with Brand Safety in Marketing

by Victor Mills on Nov 22, 2024 3:02:07 PM

Artificial intelligence (AI) is reshaping industries, with marketing poised to benefit significantly from its transformative potential. AI offers unparalleled tools to refine and secure brand messaging, but its adoption must be guided by ethical...

Bridging the Brand Safety Youth Chasm in Gaming

by Victor Mills on Oct 25, 2024 7:30:00 AM

Gaming platforms have emerged as a key touchpoint not only for Gen Z, but for brands aiming to engage this demographic. While platforms like Roblox are making strides in ensuring brand safety, the gaming industry as a whole presents a complex landscape.

Zefr uses AI to battle Misinformation

by Victor Mills on Oct 18, 2024 8:00:00 AM

As digital marketing evolves, so do the tools needed to manage brand safety and suitability. Zefr, a global leader in brand safety, recently expanded its AI-powered Brand Safety and Suitability Verification solution on YouTube.