Brand Safety Institute Blog

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.

Brand Safety or Suitability in the Age of AI?

by Victor Mills on Jul 28, 2025 12:48:52 PM

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...

Brand Safety in an Age of Constrained Optionality

by Victor Mills on Jul 11, 2025 10:46:32 AM

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.

Cannes 2025: AI, Authenticity, and the ROI of Responsibility

by AJ Brown on Jun 25, 2025 2:48:49 PM

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!

2025 & Beyond – The Shifting Impact of AI, Creators, and Community Notes

by Victor Mills on Jun 24, 2025 6:07:57 PM

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...

AI, Accountability, and Assurance - Getting it Right

by Victor Mills on Jun 11, 2025 11:57:22 AM

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...

The Brand Safety Industry Needs to be More “Fit” for Purpose

by Victor Mills on Jun 3, 2025 2:53:34 PM

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...

How Can AI Integrated Brand Safety Process Strategic Chaos?

by Brand Safety Institute on Apr 30, 2025 12:11:15 PM

As AI is woven deeper into the fabric of business, brand safety applications will evolve too. It’s no longer just about avoiding controversial content, but about navigating a digital landscape where unpredictability is a marketing nightmare. Brand safety...

Brand Safety is a Difficult Dance in a Chaotic Landscape

by Victor Mills on Apr 15, 2025 2:38:04 PM

Brand safety has always been a two-tiered prospect, and the future of brand safety isn’t just risk mitigation - it is relevance, responsibility, and readiness - for whatever comes next. Read more on the BSI Blog...

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