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...

AI Acceleration: Navigating Technology and Trust

by Victor Mills on Nov 6, 2025 9:00:04 AM

A future built on accountability will be about establishing trust while protecting advertisers & consumers. AI has made media faster, smarter, & more personalized - but also more opaque & volatile. To navigate that paradox, the industry must anchor...

Brand Safety or Suitability in the Age of AI?

by Victor Mills on Jul 28, 2025 12:48:52 PM

The adoption of AI tools has outpaced the industry’s ability to regulate their use. For advertisers, this means adapting from risk avoidance to proactive strategic risk management, where intentionality becomes a competitive advantage. Upgrade your stance...

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...

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...

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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