10 Ways AI is Improving Advertising Brand Safety + AI Tools & Recommendations

AI can significantly improve brand safety, protecting a brand’s reputation while optimizing campaign performance

AI has revolutionized the way advertisers ensure brand safety in media selection and campaign review. With advanced capabilities such as natural language processing (NLP), real-time analytics, and machine learning, AI enables brands to navigate the increasingly complex digital landscape while safeguarding their reputation and optimizing performance. By analyzing the tone, sentiment, and context of surrounding content, AI ensures that advertisements are placed in appropriate, relevant, and secure environments. Tools like image and video recognition further enhance this by detecting harmful visuals that could undermine brand integrity.

AI also proactively identifies and mitigates risks in real-time, leveraging keyword monitoring, cultural sensitivity checks, and misinformation detection to block unsafe content dynamically. Advertisers gain the flexibility to customize safety frameworks, ensuring alignment with specific brand values while avoiding over-blocking valuable placements. Through robust reporting and insights, AI facilitates transparency and continuous improvement, refining strategies over time. Moreover, the integration of AI into programmatic ad buying enhances precision, verifying site authenticity and optimizing supply paths for trustworthy placements.

Cross-channel consistency, covering platforms such as social media, connected TV (CTV), and programmatic ads, ensures a unified brand safety strategy. Tools like DoubleVerify, Integral Ad Science, and GumGum Verity enable advertisers to implement these measures effectively, building trust with audiences and maintaining alignment with brand values.

AI offers advanced capabilities to ensure that advertising content is placed in appropriate, safe, and relevant environments. By leveraging machine learning, natural language processing (NLP), and real-time analytics, AI can significantly improve brand safety, protecting a brand’s reputation while optimizing campaign performance.

Free and paid subscribers to The Media Ecologist can read the full report below. For employees of subscribing companies to The Myers Report, you can download the free white paper identifying 10 AI-based tools and resources for enhancing brand safety decisions, five specific companies supporting the brand safety goals of advertisers and agencies, and five strategic recommendations for advertisers at www.myersreports.com.