Charlotte Powers, Head of Digital at Bountiful Cow, examines how brand safety in media is evolving. What can we expect from brand safety as we move into 2025?

As we look back on the launch of Relative Advantage Unblocked, it’s clear that 2024 marked a turning point in how the media and marketing industry approaches brand safety. The conversation that began with scepticism about outdated keyword blocklists has evolved into a broader rethinking of what brand safety means for the industry in 2025.

The over-reliance on blunt tools to shield brands from appearing alongside harmful content had long stifled both publishers and advertisers. The absurdity of these systems became evident when half of Reach’s coverage of the 2024 Euros was blocked due to ubiquitous game play terms such as 'shoot' and 'attack. These filtering practices not only limited publishers’ ability to monetise valuable content but also deprived brands of opportunities to engage with high-performing, quality audiences.

A call for nuance

Recognising the need for change, Bountiful Cow introduced Relative Advantage Unblocked, a programmatic solution designed to bypass traditional brand safety tech and unlock impressions flagged as ‘brand unsafe’ on premium publishers. This was not an attack on the vital work of brand safety or verification partners but rather a call for nuance. We sought to challenge the flawed assumption that appearing next to “negative” news content inherently damages brand reputation.

The research underpinning this belief is compelling. Studies like Stagwell’s The Future of News UK, which surveyed over 22,000 adults, demonstrated that ads placed alongside hard news topics perform just as effectively as those next to entertainment or sports content. This evidence affirmed our conviction: quality news brands are inherently brand safe.

Our collaboration with Ozone across premium UK news sites was a first step toward proving this theory at scale. Early results, set to be announced in January, already hint at the potential for stronger brand performance and deeper audience engagement in spaces previously overlooked due to outdated third-party tech constraints. By embracing these spaces, brands can support important journalism while accessing valuable inventory that fosters meaningful connections.

The importance of brand suitability

This shift is more than just a functional update to media buying practices – it’s a philosophical realignment. Brand suitability has taken its place alongside brand safety, acknowledging that not all content is suitable for every brand, but much more is suitable than traditional blocklists suggest. As we move forward, adapting existing tools for suitability rather than blanket safety measures will be a crucial step.

Looking ahead to 2025, the implications of this new approach are profound. The industry is starting to recognise that audiences are sophisticated; they distinguish between the content they consume and the ads they encounter. Brands that take a more thoughtful stance on suitability not only enhance their reputations but also contribute to a healthier media ecosystem.

To ensure this momentum continues, greater collaboration between agencies, advertisers, and tech vendors is essential. Together, we can refine systems to meet advertisers’ individual needs while empowering publishers to thrive. By investing in high-quality journalism and entertainment sites, the industry supports critical reporting, curbs the proliferation of unsafe content, and fosters positive advertising environments.

In 2025, brand safety is no longer just about avoiding harm; it’s about creating value – for brands, publishers, and audiences alike. Reflecting on the launch of Relative Advantage Unblocked, we’re proud to have sparked a necessary conversation and provided a framework for meaningful change. Now, the challenge for the industry is to build on this progress and embrace a future where brand safety and suitability work hand in hand to drive sustainable success.