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.
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...
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...
BSI and TAG have developed a training module for TAG's Keyword Exclusion List Toolset (KELT).
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.
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.
The Advertising Forum podcast hosted Louis Jones, Brand Safety Institute Senior Fellow, to explore the concept of brand purpose. Watch the video.
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.
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.