Consumers are more conscious than ever of their right to privacy and where they spend their dollars. With this, brands are taking extra measures to protect consumers along with their own reputations. But the brand safety conversation is no longer as clear-cut, rather a nuanced, evolving dialogue of brand suitability. As we look ahead, there will still be obstacles to overcome but also a meaningful opportunity to challenge the status quo — to re-imagine and re-establish campaigns that will reshape the customer experience.