Brand Safety Institute Blog

Brand Safety in an AI-Driven World: There is Risk in Rushing it

by Victor Mills on Apr 7, 2025 1:33:29 PM

As AI becomes more embedded in advertising and marketing, risks are shifting in ways brands aren’t always prepared for. he key to keeping brands safe in an AI-driven world isn’t blind faith—it’s understanding emerging risks, continually asking the right...

Brand Safety in 2025: Ambiguity, Decisive Moves, and the Road Ahead

by Brand Safety Institute on Apr 1, 2025 4:32:52 PM

How do brands protect their values, remain agile, and navigate the noise with confidence? For brands to manage modern risks effectively, internal alignment is essential. Your communications and legal teams don’t need to be brand safety experts, but they...

Brand Safety in Flux: MFA’s, Social Media Shifts, & Reputational Risk

by Victor Mills on Mar 4, 2025 1:14:36 PM

As the digital advertising ecosystem grapples with these changes, social media platforms are also undergoing transformations that could impact brand safety. As brand safety continues to re-find its footing, advertisers and publishers must strike a...

Leveraging AI in Brand Safety Without Losing the Human Touch

by Victor Mills on Jan 15, 2025 3:05:13 PM

AI dependence in brand safety/suitability could hinder strategic decision-making, and business results. AI is not a replacement for human judgment, but an enhancement to it.

Balancing AI Innovation with Brand Safety in Marketing

by Victor Mills on Nov 22, 2024 3:02:07 PM

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...

Zefr uses AI to battle Misinformation

by Victor Mills on Oct 18, 2024 8:00:00 AM

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.

On Shaky Ground: Brand Safety in an Unstable Landscape

by Victor Mills on Aug 15, 2024 8:00:00 AM

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...

Balancing Brand Safety for Journalism in the Age of AI

by Victor Mills on Aug 5, 2024 4:01:50 PM

Creating an ecosystem where brand safety measures protect advertisers without compromising high-quality adjacencies, like news content, will foster a healthier digital advertising landscape.

Recap: BSI at Cannes Lions 2024

by Brand Safety Institute on Jun 26, 2024 4:35:19 PM

Key highlights from BSI's presence at Cannes Lions 2024, including industry announcements, discussions on programmatic transparency, AI's role in marketing, and the importance of diversity and sustainability in responsible marketing.

Building Brand Trust in the News Landscape: Insights and Strategies

by Victor Mills on May 17, 2024 9:15:00 AM

The struggles of local news outlets and waning trust in the media notwithstanding, there remains a strong belief in the importance of local journalism. A significant majority of U.S. adults view local news outlets as vital to the well-being of their...

Brand Safety Institute Blog

Get the latest BSI news and updates