Over recent years, brand safety has become one of the industry’s most salient issues. ‘In Safe Hands’ argues that brand safety problems began with social media and user generated content video sites, and that’s where the problem still lies.

However, despite this, brand safety restrictions have been extended to the wider digital publishing world.

This research reveals that environment is key to the issue of brand safety, and that as long as advertising is presented within the context of a quality, established, well-known news brand site, high intensity or ‘unsafe’ content has no detrimental impact on brands.

To find out more, download the research.