New Adalytics report raises new questions about use of AI systems for brand safety

A new report from Adalytics has advertisers and brand-safety experts asking new questions about the effectiveness of AI systems.

The latest report from the digital watchdog, released today, claims to have found hundreds of brands appearing next to unsafe content on user-generated content (UGC) websites such as Fandom wiki pages and other websites. Many of the ads have code for using brand-safety tech from providers such as DoubleVerify and Integral Ad Science. According to a draft of the report reviewed by Digiday, the research idea came after a multi-national brand’s global head of media asked Adalytics to review its ad placements for brand safety.

As major brand-safety companies rely more on AI to root out or prevent brand safety violations, advertisers, agencies and other brand safety experts say the report raises new questions around whether or not the tech is working as it should. It also raises new concerns around its effectiveness and whether there is a need for more transparency around how AI systems work.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.