Welcome to the BSI August 2024 Newsletter. Brand safety is facing new challenges. From X's lawsuit against GARM to the impact of AI and the looming U.S. election, the landscape is shifting. Dive into how brands are balancing these pressures while navigating the evolving digital world.

Stay informed and protect your brand in these turbulent times.

The Worst Setback for Marketing In Decades

Lou Paskalis believes marketing took a massive hit recently as the WFA's retreat in the face of Elon Musk's lawsuit and the House Judiciary Committee's pressure set a dangerous precedent. Paskalis argues this capitulation empowers misinformation and jeopardizes industry collaboration. Here's why this matters more than you think. Read Full Story Here

From BSI

On Shaky Ground: Brand Safety in an Unstable Landscape

Brand safety is at a crossroads: X (formerly Twitter) is suing GARM, AI tools are under scrutiny, and the looming U.S. presidential election could reshape the landscape. As brands navigate legal skirmishes and rely on evolving tech, staying informed is key to protecting your brand in these turbulent times
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Striking the Right Balance on Safety & Suitability 

Is brand safety overcorrecting? The Wall Street Journal's Mia Libby warns that advertisers' fear of unsafe content may be leading to overly restrictive ad placements, hurting campaign reach and quality journalism. As political bias and brand image concerns collide, the need for balanced, nuanced solutions is critical.
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Balancing Brand Safety for Journalism in AI Age

Balancing brand safety and innovation is crucial in today’s media landscape. While AI promises efficiency, it risks inaccuracies and deepfakes, endangering trust. Meanwhile, overly rigid safety measures unfairly block news content, undermining journalism. Brands must navigate these challenges to protect their reputation and support quality content.
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Beyond Niche: Brand Safety in the Gaming Space

With 3.3 billion gamers worldwide, the stakes for brand safety in gaming are higher than ever. As in-game purchases soar and esports captivate Gen Z and millennials, brands must navigate a rapidly shifting landscape. In this volatile market, protecting your brand while engaging with gamers is crucial.
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Meet the Team

Around The Industry

Brand Safety: Is Your Brand Election-Ready?

In an election cycle, brand safety needs to be monitored and scrutinized with the same intent as ROAS, says Elijah Harris (executive vice president of impact investment at IPG Mediabrands). He explores the media responsibility landscape in 2024 and lays out some brand strategies for election readiness in the face of rising misinformation and disinformation. Read Full Story Here

Is Complete Brand Safety Realistic?

A recent report by Adalytics exposed that many ads for Fortune 500 brands—including Amazon and Apple—were placed alongside harmful content. Campaign speaks to APAC leaders about the need for a nuanced approach that blends technology with human expertise. Read Full Story Here

Balancing Sustainability and Brand Safety in Programmatic AdvertisingSustainability and brand safety are more important than ever in the digital advertising world. With 76% of publishers facing revenue losses due to low-quality ads, the industry is evolving. Balancing environmental responsibility, ethical advertising, and user experience is crucial for long-term success in this competitive landscape. Read Full Story Here

Brands Love Influencers (Until Politics Get Involved)

Marketing firms are using artificial intelligence to help analyze influencers and predict whether they will opine about the election. Read Full Story Here

Stay current with brand safety news around the industry by bookmarking our Around the Industry page.

Have You Heard?

Marketer’s Guide to Platforms

Debuted at Cannes, learn how to manage brand safety and suitability on digital platforms with a new guide from BSI's AJ Brown and TrustRaise founder Dave Byrne. This resource offers strategies from industry experts, covering foundational concepts, compliance monitoring, stakeholder roles, platform safety policies, and more. Equip yourself with the knowledge to protect your brand and make informed ad buying decisions on platforms. Get the Guide

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!

 — BSI Team

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