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The Industry Wake-Up Call The Media Rating Council (MRC) recently issued a new policy that changes how the it defines Brand Safety.

How emotional intelligence is shaping the next generation of contextual targeting.

Every web page is a mix of signals that tell a story about quality, safety, and relevance. Yet many advertisers' campaign targeting look only at one or two indicators, like headline keywords or URL structure, when deciding where to place ads. Peer39’s full-page analysis examines all the signals to provide a complete picture.

Contextual targeting is one of the oldest and most trusted methods in digital advertising, but its capabilities have expanded dramatically. Unfortunately, many buyers still operate with outdated assumptions that limit the value they can extract from it. In an era of privacy regulation, audience fragmentation, and evolving targeting needs, modern contextual strategies have evolved into powerful tools for both performance and brand safety.

Brand safety is not one-size-fits-all. What’s considered unsafe for a kids’ toy brand may be totally fine for a beer company. This is why Peer39 created a flexible, category- and keyword based suitability and safety controls that give advertisers the ability to fine-tune protection instead of relying on generic, blunt settings.

Many advertisers think strict brand suitability controls keep them safe, but in reality, they often do the opposite. When applied too broadly, they shrink reach, inflate costs, and block valuable inventory. The problem isn’t suitability itself. It’s the way controls are executed.

Peer39’s AI-powered tools make it easy to create, refine, and scale keyword strategies across campaigns and languages. Save time, boost precision, and reach audiences with more relevance than ever.