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 & Tech: Brand Accelerators & Villains

by Victor Mills on Dec 12, 2025 9:00:00 AM

The newest generation of marketing talent is redefining what influence, creativity, and performance look like. The common thread is velocity, made possible through technology. However, with the power and speed of tech & AI related developments, comes the...

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 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...

Brand Safety in an AI-Driven World: There is Risk in Rushing it

by Victor Mills on Apr 7, 2025 1:33:29 PM

As AI becomes more embedded in advertising and marketing, risks are shifting in ways brands aren’t always prepared for. he key to keeping brands safe in an AI-driven world isn’t blind faith—it’s understanding emerging risks, continually asking the right...

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...

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...

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...

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