Brand Safety Institute Blog

The Brand Safety Industry Needs to be More “Fit” for Purpose

by Victor Mills on Jun 3, 2025 2:53:34 PM

Brand safety has seemingly become a sometimes loaded, & often misunderstood term. The future of brand safety won’t hinge on buzzwords or broken systems - it will belong to those willing to build transparent, reliable frameworks that reflect not just...

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.

Brand Safety: An Accurate Reflection

by Victor Mills on May 16, 2025 12:49:04 PM

Today’s platforms don’t just attract interest, they capture it. In this environment, designed to fast-track choice, brand safety becomes more than a protective measure. To learn more, check out the Brand Safety Institute blog.

Brand Safety is a Difficult Dance in a Chaotic Landscape

by Victor Mills on Apr 15, 2025 2:38:04 PM

Brand safety has always been a two-tiered prospect, and the future of brand safety isn’t just risk mitigation - it is relevance, responsibility, and readiness - for whatever comes next. Read more on the BSI Blog...

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.

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.

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...

Brand Safety Shifts in a World that now Challenges the Media

by Victor Mills on Sep 6, 2024 8:45:00 AM

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...

Cybersecurity & Privacy Concerns Hit Gamers Hard

by Victor Mills on Mar 22, 2024 8:30:00 AM

Recent hacking incidents within the Apex Legends eSports community have sent shockwaves through the gaming world. One potential theory, voiced in numerous YouTube videos on the occurrences, is that the hacks were actually an attempt by the perpetrators...

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