The Evolution Of Brand Safety: How We Got Here And What Comes Next

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Published in Forbes, May 19, 2021.

Seventy years ago, there were just a handful of radio and TV channels, and managing where one’s ads appeared was wonderfully streamlined (by today’s standards).

Back then, brand suitability was the biggest concern: Do the program’s content and implied values align with how we want the audience to perceive our brand?

What’s happened since and where are things headed? Greg Garunov, EVP of Business & Strategic Development at Sightly brings us up to date and offers some clues for the future in this article.

"I've been working in the media industry for more than 15 years, and even before the Covid-19 pandemic, brands needed to make fast decisions, but the pandemic obliterated those time frames, leaving marketers and agencies struggling to keep pace."

Read the full article here in Forbes.

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