It’s time for brands to reassess how they define ‘safety’ and ‘suitability’

Concerns that challenging content will cast a negative shadow on brands cause many advertisers to take a hyper-conservative approach to brand safety. But fear of tarnishing a brand’s reputation may be unfounded – and may result in a missed opportunity to make a powerful brand statement, writes Ara Kurnit of New York Times Advertising.
Brand safety is a topic that has long been hotly debated in the industry. There have been many attempts to decode brand safety to help brands navigate