For one brand, like a liquor advertiser, what is brand safe isn’t the same as what is brand safe for a children’s toy advertiser. In the last year, the industry conversation has moved from strict ideas around brand safety to ones about what is suitable for certain brands. Too tight a focus on brand safety in and of itself can limit reach for brands that have to touch a large audience. In this spirited conversation, you’ll hear about how some brands need to have clear and limited guardrails, and how some other brands can take a broader perspective. Brand marketers now have to understand platforms and technologies that claim they ensure content suitability–but offer differ solutions, such as using keywords only and not URL-level verifications, or some that say they block at the category level against “extreme” content. Brand marketers need to understand what is safe, what is suitable, and how technologies can help or hinder their success.