Still, IAS’ Johnson understands brands’ quest for appropriate environments. He just see s distinction between the idea of “brand safety” and what he calls “brand suitability”.<\/p>\n

He says “brand safety” is a binary concept, wherein advertisers will want to swerve content like hate speech or adult material. But “brand suitability” is more nuanced and, so requires a deeper understanding of content.<\/p>\n

“The current economic and pandemic situation that we’re in, it’s certainly accelerated the adoption of brand suitability for a number of different reasons,” Johnson says.<\/p>\n

“We’ve seen increased demand. We expect that to continue, especially as advertisers get much more focused and refining and getting precise about what’s appropriate for them.”<\/p>\n