Brand Safety Institute Blog

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...

How to maximize your ad spend this holiday and beyond

by Victor Mills on Dec 5, 2025 9:15:00 AM

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...

Gobble Gobble - Reach not Risk

by Victor Mills on Nov 27, 2025 8:59:59 AM

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 &...

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...

The Invisible Backbone: Why Digital Infrastructure Defines Modern Stability

by Victor Mills on Oct 30, 2025 7:59:59 AM

The world had a wake up call just over a week ago. AWS is not just a cloud provider, it is the digital foundation beneath entire industries. When that foundation falters, the ripple effects expose how centralized our digital world has become.

Brand Relevance is the Key to Brand Safe Content

by Victor Mills on Oct 17, 2025 2:14:38 PM

Brand safety was born out of frustration, but the industry’s future requires “continuous improvement” in defining suitable content for marketers to drive their businesses. Beyond 2025, the safest brands will be those that understand, adapt, and...

Online Safety for Youth: A Chasm of Alarming Proportions

by Victor Mills on Aug 20, 2025 6:10:18 PM

The topic of brand safety and the online safety problem now extend well beyond gaming and social media, into the broader ad tech ecosystem. Advertisers can help transform brand safety from a defensive posture into an opportunity for leadership, aligning...

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!

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.

The Advertiser/Consumer Conundrum in Gaming – Chicken or Egg?

by Victor Mills on Mar 21, 2025 9:30:00 AM

In an industry built on engagement, immersion, and player loyalty - gaming companies face a crossroads in their relationship with both consumers and advertisers. For advertisers, navigating brand safety in gaming requires a keen understanding of which...

Brand Safety Institute Blog

Get the latest BSI news and updates