Brand Safety has moved from a secondary concern to a board-level priority as creator marketing shifts from experimentation to enterprise infrastructure.
According to CreatorIQ’s research, 98% of brands now leverage creator content across multiple areas of their business, with creator-generated posts producing exponentially more reach and engagement than owned media. As thousands of independent voices amplify brand messages daily, the stakes around governance, suitability, and reputational risk have grown alongside performance expectations.
The research defines Brand Safety not as avoidance, but as a framework that protects reputation through risk mitigation, fit, and oversight. Yet confusion persists around what that framework actually entails. Is Brand Safety about control? Compliance? Alignment? Or something more strategic?
In this round table, 57 industry professionals weigh in on a central question: What do brands most misunderstand about Brand Safety in the Creator Economy, and how should they approach balancing risk, alignment, and performance moving forward?
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