Why brand safety tools are hurting publishers

[WORLD] Social media platforms have become essential tools for brands to engage with consumers, promote products, and build an online presence. However, despite the immense power these platforms hold, they come with risks. The unfiltered nature of social media leaves room for controversy, fake news, and potentially harmful content that could damage a brand’s reputation. This brings about the issue of brand safety, which refers to the measures brands take to ensure their content appears in a safe, appropriate context that aligns with their values.

Brand safety tools, powered by artificial intelligence (AI) and machine learning, are designed to help brands protect their image by filtering out harmful content. These tools identify inappropriate content in real time, removing ads from environments that could tarnish a brand’s reputation. However, while these tools are vital for safeguarding brands, they often create unintended consequences for publishers—especially those producing quality content that is mistakenly flagged as unsafe. As a result, publishers are being penalized, even though they are doing their best to provide value to audiences.

The Challenge of Social Media’s Unpredictability

Social media platforms like Facebook, Twitter, Instagram, and TikTok are, by nature, unpredictable. They are open spaces where anyone can post content, making it difficult to guarantee that all content will meet brand safety standards. Whether it's a viral video, a trending hashtag, or a controversial political post, content can spread rapidly without warning, and brands need to ensure their ads don’t appear alongside anything that could harm their reputation.

The core challenge here is that social media isn’t a controlled environment. Brands have limited control over the type of content that appears alongside their ads, and this opens the door for negative associations. This unpredictability is particularly problematic in the context of user-generated content (UGC), which makes up the majority of posts on these platforms. What may seem like a harmless post could be flagged by brand safety tools due to controversial topics or strong language, even if the content itself isn’t harmful in context.

Brand Safety Tools: A Double-Edged Sword

Brand safety tools are designed to help brands avoid having their ads appear next to inappropriate or controversial content. These tools use advanced algorithms to scan for potentially damaging content, which could range from hate speech and fake news to graphic violence or sexually explicit material. However, the AI powering these tools isn’t perfect, and mistakes happen. These algorithms can erroneously flag content that is perfectly acceptable, resulting in unnecessary penalties for publishers.

According to a recent report, the brands that invest in these safety tools often fail to recognize how the technology’s overzealous filtering can harm content creators. “Publishers who generate high-quality content, but who are sometimes mistakenly classified as unsafe, end up losing out on revenue and exposure due to brand safety concerns,” states an industry expert. Essentially, the tools, while well-intentioned, inadvertently punish publishers by withholding ad revenue or reducing visibility on their platforms, even if the content in question adheres to community guidelines.

The Perils of Over-Filtering Content

One of the most significant challenges with brand safety tools is the over-filtering of content. This occurs when AI tools flag content that may not be genuinely harmful but is instead deemed risky based on certain keywords, topics, or context. For instance, a publisher covering political events, social justice topics, or sensitive global issues might face penalties for discussing issues that some brands deem controversial. In reality, these topics are vital for discussion and engagement but are often mischaracterized by algorithmic tools designed to protect brands from potential backlash.

“The need for brand safety tools is undeniable, but the key lies in finding a balance,” says a digital marketing strategist. “Over-filtering can hinder legitimate publishers and creators, even when they are providing value-driven content that doesn’t necessarily deserve to be categorized as risky.” The problem is exacerbated by the fact that these tools often lack the nuance of human judgment. What’s controversial to one group may be entirely acceptable to another.

The Impact on Independent Publishers

For independent publishers and small-scale content creators, the consequences of overly aggressive brand safety tools can be severe. With limited resources and fewer backup revenue streams, these publishers are often at the mercy of algorithmic decisions that can undermine their business. “Smaller publishers are hit the hardest, as they do not have the same flexibility or negotiating power as larger, more established entities,” explains a media consultant.

When ad revenue is withheld because a piece of content was flagged incorrectly, these publishers can face significant financial difficulties. This, in turn, discourages them from taking risks or pursuing new, innovative content that might engage their audience but is considered "risky" by brand safety standards.

The Need for More Nuanced Brand Safety Solutions

While AI-driven brand safety tools are a step in the right direction, there is a growing demand for more nuanced solutions that better account for the context of content. Instead of relying solely on automated algorithms, which can misinterpret the tone, intent, or cultural relevance of a piece of content, brands and platforms should look to incorporate human oversight into their brand safety processes.

“Brand safety is about more than just filtering out inappropriate content. It’s about understanding the context in which that content is created and consumed,” says a digital marketing expert. “A one-size-fits-all approach to brand safety can have disastrous consequences for publishers who are doing their best to produce quality, meaningful content.” By incorporating human judgment into the equation, brand safety tools can be refined to better differentiate between genuinely harmful content and content that is only controversial based on subjective criteria.

The Role of Collaboration Between Brands and Publishers

Instead of allowing brand safety tools to operate in a vacuum, brands and publishers should work together to create clear guidelines and expectations. This collaboration can lead to a more effective and fair system where publishers aren’t unduly penalized for content that doesn’t deserve to be flagged. Transparent communication can also ensure that brands are not overly cautious in their content placement, allowing them to engage with a wider array of publishers who provide high-quality content.

In addition, brands must understand that not all risk is bad risk. Controversial topics, when approached responsibly, can engage audiences in meaningful ways. Brands should not shy away from content that challenges the status quo or provokes thought. After all, it’s through engagement with these types of content that they can build a stronger connection with their audience.

Looking Ahead: Finding a Balance

As the digital ecosystem continues to evolve, so too must the approach to brand safety. AI and machine learning will always play a role in identifying potential risks, but the future of brand safety lies in innovation, human judgment, and collaboration. In this new era, brands and publishers must work together to build safe spaces for digital content that don’t come at the cost of creativity, diversity, and meaningful conversation.

Ultimately, the key to solving the brand safety dilemma is ensuring that publishers are not unfairly punished for producing content that meets the needs and interests of their audiences. As brands continue to navigate the complexities of social media advertising, it is essential to recognize the importance of flexible, context-driven solutions that help ensure a positive digital experience for everyone involved.