Brand Safety Institute Blog

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...

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.

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...

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...

Zefr uses AI to battle Misinformation

by Victor Mills on Oct 18, 2024 8:00:00 AM

As digital marketing evolves, so do the tools needed to manage brand safety and suitability. Zefr, a global leader in brand safety, recently expanded its AI-powered Brand Safety and Suitability Verification solution on YouTube.

The Creator Gap and Driving ROI

by Victor Mills on Sep 27, 2024 8:00:00 AM

As generational differences continue to influence brand strategies, new tools are essential for navigating this wide landscape – more based on relevance than demographics.

Brand Safety vs. Supporting Journalism: You Can Do Both

by Victor Mills on Sep 13, 2024 8:30:00 AM

While brand safety playbooks and technologies are designed to protect advertisers from association with unsuitable content, they are often at odds with topics which are important, but sometimes controversial.

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...

Brand Safety Tools Expand for a New Era

by Victor Mills on Aug 30, 2024 8:45:00 AM

In the wake of GARM's dissolution under the weight of legal pressure and industry factors, the digital advertising landscape has entered a new, uncertain phase. And “phase” is where the emphasis should be placed. Uncertainty also breeds new opportunities...

On Shaky Ground: Brand Safety in an Unstable Landscape

by Victor Mills on Aug 15, 2024 8:00:00 AM

As brand safety progresses, the debate turns toward the effectiveness and transparency of AI technology, and its ability to make the right choices at scale. Companies trying to keep pace with the surging volume of content and channels are desperately...

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