Brand Safety Institute Blog

Trust is Driven by Better Context and Platform Accountability

by Victor Mills on Jan 26, 2026 8:00:05 AM

In present day efforts, publishers and technology providers are actively working to correct the overreach of early brand safety approaches at the content level. As new environments scale quickly, brands will once again face familiar questions: how is...

AI: Friend or Foe? It’s All About Context

by Victor Mills on Jan 16, 2026 8:45:00 AM

Public trust in generative AI remains fragile. At the same time brands and agencies accelerate adoption of AI-powered tools. For brands and their partners, the mandate is balance. Brand safety in 2026 is no longer just a media problem or a technology...

When Gaming Creators Clash with AI Protocols – Brands Beware!

by Victor Mills on Jan 9, 2026 3:04:01 PM

Gaming sits at a unique crossroads of culture, commerce, and creativity. As AI reshapes content creation and distribution, brands must rely more heavily on human judgment, platform self-accountability, and creator partnerships grounded in brand safe...

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...

Social Media Restrictions and Lessons Learned from Nepal’s Unrest

by Victor Mills on Sep 16, 2025 12:35:11 PM

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.

Brand Safety in an Age of Constrained Optionality

by Victor Mills on Jul 11, 2025 10:46:32 AM

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.

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!

Building Smarter Standards for a Complex Media Landscape

by Victor Mills on May 23, 2025 1:53:01 PM

As new formats, social platforms, and programmatic ecosystems emerge - the conversation around brand safety continues to shift. Our goal should not be to over correct or sanitize the web, but to build systems that are consistent and context aware.

How Can AI Integrated Brand Safety Process Strategic Chaos?

by Brand Safety Institute on Apr 30, 2025 12:11:15 PM

As AI is woven deeper into the fabric of business, brand safety applications will evolve too. It’s no longer just about avoiding controversial content, but about navigating a digital landscape where unpredictability is a marketing nightmare. Brand safety...

TikTok Fickleness at the Transition of Power

by Victor Mills on Jan 21, 2025 2:38:08 PM

Amidst TikTok's turbulent week, RedNote emerged as a potential beneficiary, experiencing a surge in American and English-speaking users. The unpredictability of social media landscapes necessitates robust brand safety protocols to navigate potential...

Brand Safety Institute Blog

Get the latest BSI news and updates