The explosion of user generated content and emerging technologies, such as generative AI, have made it increasingly difficult for enterprises to guard against objectionable content being placed alongside their advertisements. Ensuring advertisements are placed alongside content that is legal, non-offensive, and contextually relevant requires an active brand safety effort.

Failure to address brand safety issues effectively results in both perception and monetary costs to the brand through erosion of brand values, loss of customer trust, leakage of advertising budget and legal penalties.

This report equips marketing leaders with a list of brand safety practices and provides guardrails to identify suitable providers.

Scope:

• Service: T&S and marketing services
• All industries and geographies

Contents

In this report, we:

• Illustrate the risks posed by poor brand safety management
• Highlight generative AI’s impact on brand safety
• Describe prevalent enterprise practices for brand safety
• Outline a framework to identify suitable providers for brand safety management

Membership(s)

Trust and Safety

Marketing Services

Sourcing and Vendor Management