Advertisers were shocked by the findings of a report by Adalytics, which highlighted issues with the offerings of DoubleVerify (DV) and Integral Ad Science (IAS). DV and IAS defended themselves by criticizing the report's methodology. However, industry sources agreed with the report's findings and expressed concerns about the lack of transparency from DV and IAS. Advertisers and experts requested more information on how brand safety technology is applied, the analysis process for page safety, and the treatment of user-generated content. Transparency is crucial for building trust in brand safety tools.

Experts suggested that measurement firms should provide detailed data on the accuracy of page-level categorization and address potential issues such as uncategorized URLs. The focus should shift from blocklists to more sophisticated filtering techniques. Seekr, a company that filters harmful content, prioritizes transparency by making all content available for review and providing detailed scores, categorizations, and flagging explanations. Transparency not only improves trust but also enables better business decision-making.