Focusing too narrowly on performance metrics, brands risk missing the mark on the suitability of content. Instead, advertisers should adopt a more holistic view, leveraging advanced tools and AI-driven insights.
Victor Mills
Recent Posts
As generational differences continue to influence brand strategies, new tools are essential for navigating this wide landscape – more based on relevance than demographics.
Brand safety once meant protecting against harmful content, but today it’s often applied more broadly to avoiding “hot button” topics - including legitimate news reporting on issues like politics, public health, and social movements.
While brand safety playbooks and technologies are designed to protect advertisers from association with unsuitable content, they are often at odds with topics which are important, but sometimes controversial.
Brand safety concerns continue to impact the industry, as globally, we are all trying to make sense of the recent dissolution of GARM. As the media environment continues to change, the need for transparency, accountability, and innovation in brand safety...
In the wake of GARM's dissolution under the weight of legal pressure and industry factors, the digital advertising landscape has entered a new, uncertain phase. And “phase” is where the emphasis should be placed. Uncertainty also breeds new opportunities...
With gamers spending 45 billion hours on gaming sites and apps, and esports growing in popularity, the stakes for maintaining brand safety are higher than ever.
As brand safety progresses, the debate turns toward the effectiveness and transparency of AI technology, and its ability to make the right choices at scale. Companies trying to keep pace with the surging volume of content and channels are desperately...
Creating an ecosystem where brand safety measures protect advertisers without compromising high-quality adjacencies, like news content, will foster a healthier digital advertising landscape.
The debate over brand safety is multifaceted. On one hand, there is a clear need for brands to protect their image and ensure their ads do not appear next to harmful content. On the other hand, the tools and methods currently employed to achieve this...