The new rules of brand safety in an evolving digital world

Rowenna Prest

In a world where brands are increasingly less in control of their output and impact thanks to advances in technology, especially Generative A.I., brand safety is becoming even more important to marketers.

Brand safety is a broad term, but typically refers to the protection of a brand’s reputation by only showing up in good company when online. It covers the likes of ad fakes, harmful content and digital media placement. And in a world where brands are increasingly less in control of their output and impact thanks to advances in technology, especially Generative A.I., brand safety is becoming increasingly more important to marketers.

How a brand needs to behave in this world isn’t just a case of policing rogue activity but actually going back to the fundamentals of a brand’s strategy. However,...

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