The concept of brand safety has matured from merely avoiding harm to fostering environments that add value for advertisers, publishers, and audiences. This shift redefines what it means to safeguard a brand in a complex, interconnected world.
Gaming has become a cornerstone of digital marketing, especially for younger audiences. . By aligning their strategies with evolving safety measures, marketers can successfully navigate the many challenges while reaping the benefits of engaging with the...
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...
Gaming platforms have emerged as a key touchpoint not only for Gen Z, but for brands aiming to engage this demographic. While platforms like Roblox are making strides in ensuring brand safety, the gaming industry as a whole presents a complex landscape.
The Advertising Forum podcast hosted Louis Jones, Brand Safety Institute Senior Fellow, to explore the concept of brand purpose. Watch the video.
As generational differences continue to influence brand strategies, new tools are essential for navigating this wide landscape – more based on relevance than demographics.
Brand safety once meant protecting against harmful content, but today it’s often applied more broadly to avoiding “hot button” topics - including legitimate news reporting on issues like politics, public health, and social movements.
While brand safety playbooks and technologies are designed to protect advertisers from association with unsuitable content, they are often at odds with topics which are important, but sometimes controversial.
Brand safety concerns continue to impact the industry, as globally, we are all trying to make sense of the recent dissolution of GARM. As the media environment continues to change, the need for transparency, accountability, and innovation in brand safety...
In the wake of GARM's dissolution under the weight of legal pressure and industry factors, the digital advertising landscape has entered a new, uncertain phase. And “phase” is where the emphasis should be placed. Uncertainty also breeds new opportunities...