Open Market From Brand Safety to Suitability with Michael Bishop and Rich Raddon
5 snips
Apr 23, 2025 AI Snips
Chapters
Transcript
Episode notes
Brand Safety's Questionable ROI
- Brand safety traditionally focused on avoiding adjacency to harmful content, but there's little evidence it improves ROI or brand perception in practice.
- Early brand safety was fear-driven, prioritizing avoiding risky content over measurable advertising value.
COVID Exposed Brand Safety Flaws
- During the COVID-19 outbreak, brand safety tools flagged many otherwise safe news articles as unsafe.
- This highlighted the need for more nuanced, AI-driven solutions beyond simple keywords.
From Safety to Suitability
- The industry must shift from brand safety to brand suitability and contextual targeting for better ad performance.
- Aligning ads with relevant content improves user engagement and marketing effectiveness.