Brand safety has been on every marketers’ lips for the past couple years, as concerns about ads showing up in undesirable places moved from adult content, to fake news, on to terrorism-related videos on YouTube, and now pedophilia and child abuse. But there are signs the industry narrative is evolving from simple outrage to a more nuanced and sensible view.

Despite their incentives to skewer major platforms such as Facebook and Google whenever they are given a chance, marketers and agencies are now publicly being more pragmatic about the challenge. There is no such thing as brand safety on the Internet, and advertisers are just going to have to be OK with that.

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