That's what I'm curious about. Are advertisers insisting that brand safety is hyper-important and businesses are going along (or starting to believe it after enough repetition)? Or are businesses independently bringing that constraint to advertisers? If the latter, why do businesses believe that--is it based in evidence of bottom-line risk to the business (customers will leave in proportion to brand-safety-compromising ad misplacement), or is it a more subjective combination of risk aversion and distaste for brand-unsafe content?