On Shaky Ground: Brand Safety in an Unstable Landscape

Brand safety has always been a complex issue, but recent developments have thrown it into even sharper focus. The lawsuit filed by X (formerly known as Twitter) against the Global Alliance for Responsible Media (GARM) is just one indication of the continuous roller-coaster ride in the brand safety space.  The tectonic shifts in the business and multimedia universe continue to throw wrenches into the gears of a highly sensitive and ever-evolving machine. “These lawsuits are more than just legal skirmishes,” according to a recent Digiday article. Said lawsuits are inextricably interwoven with broader political dynamics that could drastically shift depending on the outcome of the upcoming U.S. presidential election. The administration in power will undoubtedly influence the regulatory and judicial landscape, potentially reshaping how antitrust issues are viewed and handled. For brands, agencies, and advertisers, this uncertainty adds another layer of complexity to an already challenging environment.

Meanwhile, for advertisers, Brand Safety will remain a desired outcome in trading - the real challenge may lie beyond the courtroom battles—in the increasing reliance on AI-driven brand safety tools which are causing a stir across the industry.

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 looking for tools that will streamline workflow, boost ROI, and deliver accuracy. As major companies increasingly depend on AI to identify and mitigate brand safety risks, concerns are mounting over whether these tools are performing as intended. Some in the industry question the reliability of AI in this context, pointing out that the technology may not yet be advanced enough to meet the high expectations set by industry measurement standards.

According to a recent AdAge article, achieving a “zero tolerance” level of brand safety risk is technically and economically daunting – but despite the difficulty, it should remain the goal. The situation underscores the importance of greater transparency and accountability in how AI-driven systems are developed and implemented. Ultimately, the evolution of AI in brand safety will require a balanced approach that acknowledges both its potential and its limitations. As the industry navigates these turbulent times, stakeholders must stay informed and adaptable to protect their brands while advocating for the responsible use of AI technologies.