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...
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.
For global advertisers and brand stewards, Nepal’s recent turmoil underscores the dual imperative of platform’s social responsibility and navigating a continually shifting political landscape. The lessons cannot be ignored.
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...
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.
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...
There is a new fault line in advertising, it’s brand safety, and this raises the uncomfortable reality that current brand safety tools can’t keep pace with the deluge. We have an uphill walk ahead of us.
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.
Brand safety now sits at the confusing intersection of politics, social responsibility, and platform accountability. The way forward is going to be to invest in clear and adaptable brand safety frameworks that prioritize reputational risk – which is now...
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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!