Jon Morra on Using AI to Power Brand Safety in Social Media Advertising | MartechEdge July 2025

1. How important is adaptive content filtering over static blocklists for maintaining your brand’s integrity in digital advertising?

Content on social media moves incredibly fast. Our evidence suggests that most of the views any piece of social media content will ever get, occur in the first week, and on some platforms that is even faster. If you’re not continuously updating your blocklists, you can very quickly either over or under block content.

2. How frequently do you adjust content exclusion parameters based on real-time events (e.g., geopolitical conflicts, social issues)? 

We make updates to block lists as fast as the platform allows. On some platforms that’s once every hour. We find that reacting fast to new trends on social media platforms is the only way to keep brands safe and suitable.

3. How do you integrate content suitability insights into your future ad placement decisions and media planning?

Our clients rely on us for fast reaction to ongoing changes in social media content. We also provide longer time horizon analysis, such as trending content reports, which show information relevant to a brand on social media. This is used as part of their media buying strategy to adjust media spend or to change first party suitability controls.

4. To what extent is your organization leveraging AI to automate brand suitability decisions in high-volume content ecosystems? 

AI is at the core of everything we do. Social media content is both too voluminous and too nuanced to understand with any other technology. We’ve been deploying AI content moderation strategies for over 7 years now. The recent advancements in Large Language Models (LLMs) have super charged our ability to deliver highly performant, cost effective analysis of social media data at scale for our brand customers.