The report raises concern about the effectiveness of AI systems for brand safety and the need for more transparency in how these systems work, as major brand-safety companies seem to be over-promising and under-delivering.
Brand and agency sources express surprise at the ineffectiveness of AI systems in catching easily identifiable brand safety violations like racial slurs and sexual references, highlighting the shortcomings of current technology.
Pre-bid tech tools marketed as providing real-time content analysis are criticized for failing to meet brand safety standards, causing advertisers to question the reliability of AI systems in safeguarding their brand.
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