Brand safety technologies exist to help advertisers avoid placing ads on inappropriate sites or next to concerning content. Many of the leading brand safety tools that currently serve these needs do a great job at protecting brands across the web.

Yet, as with many challenges that reside within the (m)adtech landscape, brand safety technologies face their own issues, and given the high risk associated with failure, these tools often find themselves held to the highest scrutiny.

4D, the Contextual Outcomes Engine built by Silverbullet, and partner Factmata, an AI-company aimed at making the internet a better place, uncover the use case for a blended approach to brand safety and suitability. As we step into the new marketing age, where third-party cookies fade away, and contextual intelligence will surge, brands can look to adopt a variety of tools to safeguard them against future threats.

In this paper, you will discover:

• A ‘one-size fits all’ approach to brand safety and suitability will not serve for the post-cookie era
• Marketing spend is landing on unsuitable content – this investment could be spent elsewhere
• Nuance is key as we step into the new marketing age