Forrester Releases Brand Safety Research Framework
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.
Key Points
- 1Publish comprehensive research including State Of Brand Safety 2025 and Contextual Strategies Hierarchy Of Needs.
- 2Explain platforms' differing incentives—Meta deprioritizes safety while smaller publishers use it to win ad budgets.
- 3Recommend layered contextual framework to avoid risky placements and improve relevance and campaign performance.
Scoring Rationale
Actionable, authoritative Forrester research drives practical brand-safety guidance; limited novelty beyond synthesizing existing industry practices.
Sources
Public references used for this report.
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