Anudit Vikram, Chief Product Officer, Channel Factory
Brand safety technology has advanced well beyond its origins. What began as simple keyword blocklists has matured into a new generation of tools powered by AI. These systems now integrate natural language processing, computer vision, machine learning and large language models to understand content at a far deeper level. They can assess tone, sentiment, emotion, visual context and even audience response to construct a multidimensional view of the environments where ads might appear.
This sophistication matters. Brands today need more than blunt exclusion lists; they need platforms that can distinguish between risk and relevance, nuance and noise. Multimodal AI has enabled content classification to move from surface-level filtering to a more semantic understanding of media, which can offer an added ability to incorporate performance signals as a secondary layer of analysis.
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