Brand safety is increasingly defined by where and how brands choose to show up, not just what they say. These shifts point to a future where brand safety is not a constraint on performance - but a prerequisite for it.
People aren’t just buying, they’re evaluating. Evaluating what? Evaluating whether brands understand their responsibility to consumers and respect their intelligence. Trust & safety, core pillars of brand safety, must be advertisers' core value...
The digital advertising world is a veritable feast of options, like a crowded Thanksgiving table, & advertisers have more choices than ever. For advertisers, that’s something to be thankful for. The programmatic space has reached the point where scale &...
Brand safety used to be about simple avoidance. In 2025 though, the stakes are higher & wider. The definitions blurrier. Defense is no longer about patience, it’s about speed and emotional resonance, paired with evidence.
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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!
Transparency and accountability remain critical pillars of effective brand safety monitoring. Brands must exercise heightened vigilance, ensuring that their partnerships and placements align with both ethical standards and consumer expectations.
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.
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.
Key highlights from BSI's presence at Cannes Lions 2024, including industry announcements, discussions on programmatic transparency, AI's role in marketing, and the importance of diversity and sustainability in responsible marketing.
With the gaming industry continuing to grow, diversify, and add scaling opportunities - it is crucial for advertisers to stay ahead of brand safety challenges.