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...

The Invisible Backbone: Why Digital Infrastructure Defines Modern Stability

by Victor Mills on Oct 30, 2025 7:59:59 AM

The world had a wake up call just over a week ago. AWS is not just a cloud provider, it is the digital foundation beneath entire industries. When that foundation falters, the ripple effects expose how centralized our digital world has become.

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 and the Fight for Effectiveness

by Victor Mills on Jul 21, 2025 9:00:00 AM

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.

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!

2025 & Beyond – The Shifting Impact of AI, Creators, and Community Notes

by Victor Mills on Jun 24, 2025 6:07:57 PM

The brand safety conversation in 2025 isn’t about facts or integrity, it’s about how quickly the ground beneath it is shifting. In an era when AI and creator-led content will drive much digital reach, these dependencies underscore the difficulty of...

Can Brand Safety be at Odds with Brands Vying for Consumer Engagement?

by Victor Mills on Mar 28, 2025 8:45:00 AM

Can Brand Safety be at Odds with Brands Vying for Consumer Engagement? The short answer is: Yes. After all, true brand safety isn’t just about playing it safe.

Brand Safety 2025 – Sorting through the Labyrinth of Confusion

by Victor Mills on Feb 14, 2025 9:00:00 AM

Brand safety has reached a new level of focus in 2025 – and it is rife with questions. Change, is often uncomfortable – but it is crucial to remain functional. New levels of brand safety monitoring are called for.

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...

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