Brand Safety Institute Blog

AI & Tech: Brand Accelerators & Villains

by Victor Mills on Dec 12, 2025 9:00:00 AM

The newest generation of marketing talent is redefining what influence, creativity, and performance look like. The common thread is velocity, made possible through technology. However, with the power and speed of tech & AI related developments, comes the...

A rope bridge to a bright future

by Victor Mills on Dec 8, 2025 9:15:00 AM

As we move into 2026, media buyers should have more confidence in using news, as the quiet AI restructuring within programmatic takes shape. Learn more on the BSI blog.

Gobble Gobble - Reach not Risk

by Victor Mills on Nov 27, 2025 8:59:59 AM

The digital advertising world is a veritable feast of options, like a crowded Thanksgiving table, & advertisers have more choices than ever. For advertisers, that’s something to be thankful for. The programmatic space has reached the point where scale &...

The Cost of Trusted Connection

by Victor Mills on Nov 25, 2025 8:59:59 AM

As AI-driven search experiences & algorithmic content recommendations command more user attention, many publishers now find themselves fighting to remain visible. The successful brands will be the ones that acknowledge a simple truth - easily available...

Balancing Impact & Trust

by Victor Mills on Nov 17, 2025 1:40:10 PM

Balancing trust and impact in the age of AI and social is tricky. When inventory decisions occur at machine pace, even small misclassifications can snowball into brand-unsafe placements, PR problems, or compliance gaps. We need to catch up.

AI Acceleration: Navigating Technology and Trust

by Victor Mills on Nov 6, 2025 9:00:04 AM

A future built on accountability will be about establishing trust while protecting advertisers & consumers. AI has made media faster, smarter, & more personalized - but also more opaque & volatile. To navigate that paradox, the industry must anchor...

Brand Relevance is the Key to Brand Safe Content

by Victor Mills on Oct 17, 2025 2:14:38 PM

Brand safety was born out of frustration, but the industry’s future requires “continuous improvement” in defining suitable content for marketers to drive their businesses. Beyond 2025, the safest brands will be those that understand, adapt, and...

AI - The Next Economic Boom or the Next Tech Bubble?

by Victor Mills on Sep 1, 2025 1:29:46 PM

For advertisers and ad-tech leaders, the rapid ascent of artificial intelligence has opened a new frontier of promise, and risk. The advertising ecosystem could inadvertently find themselves in hot water when they simply intended to move business forward...

Online Safety for Youth: A Chasm of Alarming Proportions

by Victor Mills on Aug 20, 2025 6:10:18 PM

The topic of brand safety and the online safety problem now extend well beyond gaming and social media, into the broader ad tech ecosystem. Advertisers can help transform brand safety from a defensive posture into an opportunity for leadership, aligning...

Rethinking Brand Safety in the Age of AI

by Victor Mills on Aug 11, 2025 9:00:00 AM

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.

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