Researchcontextual targetingbrand safetyforresteradtech
Forrester Releases Brand Safety Research Framework
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8.2
Forrester in 2026 publishes a suite of research helping marketers balance brand safety, relevance, and return on investment, anchored by reports including The State Of Brand Safety, 2025 and the Contextual Strategies Hierarchy Of Needs. The research outlines a three-tier contextual framework, examines platform economics—noting Meta's deprioritization of safety versus smaller publishers' differentiation—and recommends layered strategies to protect brand image.
Scoring Rationale
Actionable, authoritative Forrester research drives practical brand-safety guidance; limited novelty beyond synthesizing existing industry practices.
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