The short answer is: Yes.
In an effort to protect brands from controversy and preserve their reputations, are we losing sight of the core purpose of advertising? The goal of advertising is to build and maintain meaningful and lasting connections with consumers, by being close to the content that consumers themselves find near and dear to their hearts. It’s all about discovery – so when new information or entertaining content is discovered – that same content lends is interest to a brand with the hopes that a “good alignment” has a beneficial result in due time. To be clear, advertising’s role is to share products and services that may actually add value to people’s lives – and that is discovery.
In the digital age, with social media and other large platforms, ad placement decisions are being made by machines – at billions of impressions per minute. Originally, media buyers had limited curated environments in which to seed their message, but the speed and “measurability” of digital marketing has meant that we have had to devise systems and mechanisms to evaluate and eliminate content that is either unsafe for consumers or unsuitable. The is a large and onerous task, but has to get done somehow as content in the social arena is being created and delivered at enormous rates. The evolution of ad tech solutions has left us with increasingly complex systems of data management and content filtering.
Some argue that the confusion is borne out of a browser-based systems for delivering content and ads. As different browsers restrict data access in different ways to protect user privacy, some ad tech companies believe that by shifting to server-side solutions, the power shifts back to publishers themselves – not the highways they all travel upon. In theory, by moving parts of the advertising ecosystem out of the browser to server side “stitching,” one could gain more control and uncertainty is reduced. But that is only a theory – which will see some testing over the next few months. In the meantime -advertisers are left with less transparency and more uncertainty around how much traffic they can successfully execute inside of noted campaign timing and budgets.
For some publishers, this could work well – but for others, who follow the “zeitgeist,” increased pressure from restrictive keyword blocklists filtered cultural context, and socially thought-provoking content. All prove to be continued impediments. When sites like Jezebel face closure due to advertisers’ fears of unsuitable content, we have to question whether the goal is still to connect with audiences or simply to avoid any semblance of risk. After all, if brands shy away from complex conversations, they also forfeit opportunities to engage with audiences on a deeper level – or at least find solidarity on important social issues. Then, there are the blatant missteps. Bad actors making deceptive ads that turn out to be disguised surveys or AI-generated content that leaves audiences feeling misled and unvalued. These tactics might capture quick clicks, but they fail to build trust. Instead of encouraging positive brand sentiment, they risk creating skepticism and disappointment, the antithesis of brand safety.
Ultimately, the purpose of advertising is to connect with people, to share products and services that genuinely add value to their lives. Yes, it’s about selling something - but it’s also about understanding the consumer experience and fostering genuine engagement. If advertisers, brands, and ad tech vendors can achieve that balance - prioritizing respectful, meaningful connections over fear driven avoidance and quick-&-dirty/cheap solutions - they can create environments that are not only safe for brands but also valuable to consumers. After all, true brand safety isn’t just about playing it safe.
