How customization, control and accountability are reshaping the way advertisers think about context

Nico Greco, Chief Revenue Officer, North America, Channel Factory

The discussion around brand safety and suitability has matured. The first phase focused almost entirely on safety: avoiding harmful or illegal content. That defensive posture was necessary but limited. The second phase shifted to suitability, which is about contextual relevance.

The industry is now entering a third phase, where brands expect more control, more extensibility into walled gardens and closer accountability to outcomes.

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