Navigating Brand Safety in Media Buying

This chapter examines the complexities of brand safety in media buying, focusing on companies like Cargo that are shifting towards editorially led supply to mitigate risks. It discusses the 'infinite scale fallacy' and highlights the need for vendors and buyers to reassess their strategies amidst challenges in programmatic advertising. The conversation underscores the responsibilities of major tech platforms in ensuring transparency and preventing harmful content monetization, while addressing the risks advertisers face with user-generated content.