Welcome to the BSI Newsletter!

As the digital media landscape grows ever more complex, the question is no longer whether brands should invest in safety, suitability, and responsibility; it’s how they embed these principles into every layer of media planning and execution, and quantify the business value of these efforts. 

This month we focus on how responsible media has moved from being a compliance checkbox to a strategic lever to drive business outcomes. We'll explore why the environments where your ads run matter just as much as the targeting or creative, why infrastructure and partnerships underpin every safe impression, and how education and best practices are evolving to meet today’s challenges.

Whether you’re a brand, agency, publisher or tech partner, this edition is designed to help you act with clarity and purpose in this shifting landscape.

New White Paper from Meta and BSI

In our lead story we unpack the new white paper from Meta and BSI, which shows that responsible media practices don’t just help mitigate risk — they drive measurable business value. The research cited in the paper shows that when advertisers prioritize inclusivity, safety, privacy and sustainability, they earn stronger consumer trust, unlock new opportunities and deliver better outcomes.

This shift means that safety and suitability are no longer just ethical imperatives — they are performance levers. If you’d like to dig into the full findings and start aligning your team and media investments with this new paradigm, 👉 Read the white paper here.

Bringing Brand Safety Transparency to Publishers

A strategic partnership announced by BSI and Mantis signals a push to bring greater clarity, consistency and accountability to brand-safe environments by surfacing brand safety and suitability insights directly to publishers via BSI’s Publisher Quality Utility.  👉 Read here

How Low-Cost Ads Quietly Destroy Consumer Trust

With organic reach shrinking and premium inventory costs climbing, this article examines how chasing low-cost impressions may erode consumer trust rather than build it. 👉 Read here

When the Internet’s ‘Invisible Backbone’ Fails

A deep dive into how platform outages, centralised infrastructure and cloud-dependency affect brand safety, trust and the broader media ecosystem.
👉 Read here

In Case You Missed It:
The Brand Safety & Suitability Strategy Bootcamp for Tomorrow’s Responsible Media Leaders

Don’t miss BSI’s bootcamp covering strategy, media planning, partner management and incident response, built to equip teams across the supply chain — free for BSI and WFA members. 👉 Learn more here

Get Featured in Our Next Issue!

Hiring for brand safety, policy, or media governance roles? Share your openings to reach the BSI community.
Send us your role to be featured next month.

Thank you for being a part of the BSI community. We look forward to bringing you more insightful stories and industry updates in the coming issues. Stay tuned, and we'll see you next month!

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 Thanks for reading — BSI Team

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