For nearly a decade, brand safety has been the ad world’s white whale — constantly evading the harpoon of those looking to steer clear of dangerous or salacious content. But the proliferation of generative AI has conjured up an even scarier kind of monster: a multi-headed hydra.

The fight is already on. To boost its efforts around brand safety, IPG is adding more tools for identifying harmful content while also helping advertisers avoid appearing near it. One way is through an expanded partnership with Zefr, a brand-safety startup that tracks content across Facebook, Instagram and TikTok. Along with new ways to pre-block high-risk social content, the companies are creating custom dashboards to help advertisers avoid user-generated content in sensitive categories across text, images, video and audio. Sensitive categories include AI-generated content and misinformation related to U.S. politics, climate denialism, health care and brand-specific content.

“We already have a lot of tools in the programmatic space to help manage misinformation, manage brand safety [and] suitability, but there has always been a void when it comes to UGC in walled gardens,” said Ruowen Liscio, vp of performance investment at IPG’s Magna unit.

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