Brand Safety Institute Blog

Brand Safety is Now a Double-Edged Sword

by Victor Mills on Jul 3, 2025 1:46:56 PM

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...

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!

The High-Wire of Brand Safety

by Victor Mills on Feb 27, 2025 6:00:01 PM

Transparency and accountability remain critical pillars of effective brand safety monitoring. Brands must exercise heightened vigilance, ensuring that their partnerships and placements align with both ethical standards and consumer expectations.

Unifying in Divisive Times

by Victor Mills on Feb 6, 2025 2:04:47 PM

In an era defined by rapid shifts in the advertising and global economic landscape, brands and publishers are grappling with unprecedented challenges. The need for transparency and adaptability has never been more critical to brand safety, whether a...

Brand Safety Shifts Markedly in 2025

by Victor Mills on Jan 31, 2025 1:15:37 PM

Social platforms are redefining moderation policies and external political shifts are influencing brand perception. Advertisers must take a more solitary stance, wrangling their trepidation and strengthening partnerships with creators who now have less...

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.

A Massive Opportunity in Gaming – Advertisers are Missing the Boat

by Victor Mills on Jan 9, 2025 2:24:19 PM

Advertising within games or around gaming culture requires a tailored approach. The opportunity is too vast—and too valuable—to ignore. What is lacking is a cohesive strategy for promoting gaming as a lucrative advertising vehicle for marketers.

Brand Safety 2025: Driving Customer Value

by Victor Mills on Dec 13, 2024 8:00:00 AM

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.

Brand Safety in Gaming: Challenges and Opportunities

by Victor Mills on Dec 2, 2024 2:23:14 PM

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...

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...

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