In 2025, safety isn’t the absence of harm, it’s the presence of responsibility. You can’t build trust if your content, like much of today’s generative media, is engineered to approximate meaning rather than actually say something.
The adoption of AI tools has outpaced the industry’s ability to regulate their use. For advertisers, this means adapting from risk avoidance to proactive strategic risk management, where intentionality becomes a competitive advantage. Upgrade your stance...
There is a new fault line in advertising, it’s brand safety, and this raises the uncomfortable reality that current brand safety tools can’t keep pace with the deluge. We have an uphill walk ahead of us.
Are we trading in brand suitability for brand sustainability in the near future? The answer is important. What began as an industry-wide effort to keep ads away from the internet’s darkest corners has since evolved into a highly politicized dilemma.
Brand safety now sits at the confusing intersection of politics, social responsibility, and platform accountability. The way forward is going to be to invest in clear and adaptable brand safety frameworks that prioritize reputational risk – which is now...
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Cannes this year was dominated by big bets on retail media and the continued evolution of CTV, with platforms like Amazon, Walmart, Roku, and Netflix carving out ever-larger footprints along the Croisette. Learn more in our recap blog post!
The brand safety conversation in 2025 isn’t about facts or integrity, it’s about how quickly the ground beneath it is shifting. In an era when AI and creator-led content will drive much digital reach, these dependencies underscore the difficulty of...
As AI-powered ad tech advances, platforms, providers, and brands are racing to show they can both scale their current efforts and safeguard their strategies. The connective thread across these developments is clear: brand safety isn’t just about...
Brand safety has seemingly become a sometimes loaded, & often misunderstood term. The future of brand safety won’t hinge on buzzwords or broken systems - it will belong to those willing to build transparent, reliable frameworks that reflect not just...
As new formats, social platforms, and programmatic ecosystems emerge - the conversation around brand safety continues to shift. Our goal should not be to over correct or sanitize the web, but to build systems that are consistent and context aware.