The UK lags in brand safety, with violations higher than the global benchmark; EMEA shows improvement in brand suitability with a decrease in violations, driven by the use of AI-led pre-bid controls.
Generative AI concern rises globally; despite negativity, AI fuels media quality improvement, with 55% of media buyers acknowledging positive impacts, including pre-bid brand suitability controls.
AI-led, custom pre-bid brand suitability control adoption rises by 41% annually, reducing brand safety violations globally; pre-bid controls aid advertisers in targeting suitable impressions efficiently.
EMEA media buyers face threats from low-quality content and MFA sites, though brand suitability violations show a decline; 42% report increasing concerns about digital ecosystem disruptions.
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