When Gaming Creators Clash with AI Protocols – Brands Beware!

by Victor Mills on Jan 9, 2026 3:04:01 PM

Gaming sits at a unique crossroads of culture, commerce, and creativity. As AI reshapes content creation and distribution, brands must rely more heavily on human judgment, platform self-accountability, and creator partnerships grounded in brand safe...

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...

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...

Building the Best Defense in Uncertain Times

by Victor Mills on Oct 2, 2025 1:00:39 PM

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.

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!

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.

Advocating a New Approach to Brand Suitability

by Brand Safety Institute on Mar 11, 2022 1:02:24 PM

Oracle Advertising's Jay Pinho advocates the use of contextual intelligence when it comes to formulating brand suitability strategies.

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