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The Brand Safety Industrial Complex Is Robbing Publishers Blind (And ...
Sign up here 32,000 Agency, Adtech and Marketing Executives Read Adotat DAILY.Advertise? Comments? Hate mail?[email protected] How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV adsFor its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads. The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category. Let's start with a number: $2.8 billion.That's roughly how much incorrect keyword blocking costs U.S. publishers in a single year. Not fraud. Not some shadowy MFA scheme dreamed up in a server farm by people who should know better. Just someone, somewhere, at some agency, with too much power and too little curiosity, deciding that the word "shoot" is dangerous and a basketball recap about LeBron James loses ad revenue because of it.Welcome to brand safety in 2025, where the tools designed to protect brands are quietly executing a years-long heist on the publishers those same brands desperately need to survive. It is the tech industry's version of burning down the restaurant to protect the health code.We talked to dozens of people across the ecosystem. Publishers, SSPs, tech vendors, agency folks who probably shouldn't have been as candid as they were over a conference drink. And if there is one thing they universally, wearily, almost comically agree on, it is this: the blunt instruments are broken, everyone knows they are broken, and somehow they are still the default. As Heather Carver currently of TVScientific once told us a while back: "There's a lot of legacy tools and deep agency relationships with so...
Advertising's new 'safety' fight - Business Insider
Demonstrators pictured outside OpenAI's UK offices. Marketers are similarly on a mission to push for more safeguards around AI tools. Wiktor Szymanowicz/Future Publishing via Getty Images 2026-04-08T11:38:02.241Z A version of this post appears in the CMO Insider newsletter. You can sign up for Business Insider's weekly marketing newsletter here. The brand-safety battles that once pitted CMOs against Big Tech are over. Now, there's a new war brewing over "AI safety." More and more dollars are flowing into AI-powered platforms that promise to automatically create ads and choose where they're placed.The rapid shift is causing headaches for some CMOs. Alex Schultz, Meta's CMO and VP of analytics, says AI will face wobbles and setbacks, so marketers need to focus on long-term progress and real results "CMOs want to see the numbers" to help them understand precisely how these AI platforms are driving metrics like revenue, new customer acquisition, and brand equity, Tim Lathrop, a VP at the media agency Mediassociates, told me.Cross-industry efforts are taking shape to demand more transparency from tech giants like Google and Meta. Industry groups are pushing for more action around AI ad auction transparency and the responsible use of AI tools in marketing. Some recent developments:The Media Rating Council, which sets standards for ad measurement, released a framework this year designed to bring transparency to online ad auctions that lean on machine learning and AI.Last month, the Interactive Advertising Bureau published a white paper on how agentic AI systems are being used in video ads, which recommended guardrails and greater insight into how AI-driven decisions are made.The International Chamber of Commerce published a guide in March on the responsible use of AI tools for advertising and marketing.Marketers and their agencies are treading carefully, though. Nobody wants to risk becoming another political and legal target like GARM.The Global Alliance for Responsible Media — which established brand safety frameworks — shut down in 2024 after Elon Musk's X filed an antitrust lawsuit against it. While that suit was tossed out by a Texas federal judge late last month, the chilling effect of GARM's dissolution still gives the industry goosebumps.As embarrassing emails between GARM and its members became public through a Republican-led investigation and X's lawsuit, "brand safety" became a Voldemort-like term — one not to be named for fear of drawing polit...
TAG TrustNet Launches New Frontier in Transparency for Marketers ...
The Trustworthy Accountability Group (TAG), the world's leading program to fight criminal activity and promote brand safety in digital advertising, launched a new frontier in marketer transparency through the integration of robust industry data around DEI ratings, privacy compliance, and Made-for-Advertising (MFA) sites into TAG TrustNet, the technological framework for the TAG Certified for ...
HHS, FDA drop major DTC advertising policy changes
HHS and FDA announced a new policy change that would require pharma companies to list drug information much more extensively in broadcast ads.
