‘Brand safety is moving from fear to curiosity’: Zefr’s Raddon on content-level accreditation – and what it exposes about the industry

For years, brand safety was a fear business. The pitch was simple: something terrible could appear next to your ad, and without the right protection, your brand would pay the price. It worked, because the threats were legible — a controversial news story, an offensive YouTube video, a brand caught in the wrong conversation. AI breaks that model. The threat is no longer a discrete piece of bad cont