From Brand Suitability to Brand Purpose: Scaling Brand Safety Innovation with Zefr, UM, and TikTok

Join Bill Bock from UM, Susan Zemlyakova from TikTok, and Andrew Serby from Zefr as they explore how brands are redefining safety and purpose in advertising beyond traditional industry frameworks. This panel will focus on how innovation in brand suitability tools is driving new strategies for brands to align with their purpose in an evolving digital ecosystem. Learn how emerging technologies, advanced content exclusions, and cross-platform partnerships are enabling brands to protect their reputation while scaling with confidence across platforms like TikTok. Key discussion points will include:

  • How brands are evolving from safety to purpose in today’s landscape

  • The latest innovations in suitability solutions and their impact on brand integrity and consumer trust

  • The role of brand suitability tools in enabling greater transparency and control for brands

  • Future trends in brand safety and suitability across digital platforms, especially in dynamic environments like TikTok

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Speakers

Andrew Serby

Chief Commercial Officer

Zefr

 

 

 

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Susan Zemlyakova

Global Product Marketing Lead

TikTok

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William Bock

VP, Global Brand Safety

IPG Mediabrands

As VP, Global Brand Safety at IPG Mediabrands, William is responsible for establishing and maintaining global standards and best practices surrounding the management and governance of brand equity and perception.  William is responsible for meeting and combating challenges to brand safety and suitability across channels and platforms, including programmatic, social, digital audio and CTV, and excels at bringing data-based standardization, operationalization, and transformation to market.  William has a wealth of experience anticipating and meeting the challenges of today and tomorrow across channels and across verticals.  William resides in bucolic Chappaqua, New York and holds a B.A. in Economics and Psychology from Johns Hopkins University in Baltimore. 

 

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The Brand Safety Summit Asia from Singapore is back, and it's going to be bigger and better than ever! This one-day event will bring together top global marketers, the leading voices in ad agencies, tech industry experts, and digital trailblazers from across APAC for thought-provoking sessions and lively discussions.

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