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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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This WTF guide, sponsored by Adstra, explores how composable identity is changing how marketers target and engage consumers across a fragmented ecosystem, future-proofing their marketing strategies against industry and regulatory changes.

Amid evolving privacy regulations, signal loss and the ongoing fragmentation of user identities, brands face growing challenges around targeting and measurement. Since brands can no longer rely on a single persistent identifier to link their disparate efforts  — 86% of e-commerce users are not logged in, and thus anonymous — they struggle to create a holistic and comprehensive view of their prospects and customers.

To keep up with these rapidly changing digital landscapes and consumer journeys, brands need flexible identity frameworks that ensure continued audience addressability, personalization and measurement.

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