Brand Safety Institute Blog

Brand Safety: Incremental Levers

by Victor Mills on Dec 19, 2025 8:45:00 AM

As AI capabilities continue to gain strength and steam in brand safety, publishers and platforms are looking to generate new revenue streams. In an ecosystem where monetization increasingly depends on trust, the strongest brand safety systems will be...

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.

How to maximize your ad spend this holiday and beyond

by Victor Mills on Dec 5, 2025 9:15:00 AM

People aren’t just buying, they’re evaluating. Evaluating what? Evaluating whether brands understand their responsibility to consumers and respect their intelligence. Trust & safety, core pillars of brand safety, must be advertisers' core value...

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.

Mantis partners with Brand Safety Institute to strengthen industry standards and expand US market presence

by Brand Safety Institute on Nov 5, 2025 11:56:59 AM

Mantis partners with Brand Safety Institute to enhance brand safety standards through a strategic collaboration and inclusion of their metrics in BSI's Publisher Quality Utility.

The Precarious State of Brand Safety and Trust

by Victor Mills on Oct 27, 2025 8:00:02 AM

The cost of human dysfunction online, remains impossible to ignore. For advertisers and agencies, the path forward requires deeper standards of behavior and compliance, and authentic accountability measures.

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...

Building the Best Defense in Uncertain Times

by Victor Mills on Oct 2, 2025 1:00:39 PM

Brand safety used to be about simple avoidance. In 2025 though, the stakes are higher & wider. The definitions blurrier. Defense is no longer about patience, it’s about speed and emotional resonance, paired with evidence.

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