Brand Safety
Content authenticity signals: a field guide for trust teams
A practical reference covering the most reliable signals that distinguish authentic content from coordinated manufactured narratives.
Insights
Research and analysis on content authenticity
Practical research on coordinated inauthentic behaviour, manipulation detection, and building robust brand safety and newsroom trust practices.
Operations
Why manual review cannot scale for modern brand safety teams
The volume and velocity of coordinated campaigns has outpaced what any team can monitor manually. Here is what the math actually looks like.
Policy
Platform policies and the accountability gap for brands
Social platforms set their own rules on inauthentic behaviour, but enforcement gaps leave brand safety teams exposed when campaigns target them.
Research
What 500 flagged stories reveal about manipulation patterns
An analysis of the structural and behavioural patterns we observed across 500 internally flagged stories, covering six months of detection data.
Detection Methods
The false-positive problem in AI content detection
High recall without precision is noise, not safety. How detection tools should balance sensitivity against the cost of wrongly flagging legitimate content.
Operations
Building a newsroom trust team from scratch
What roles matter most in the first year, which processes to prioritise, and where tooling fills the gap when headcount is limited.
Brand Safety
When astroturfing campaigns catch brands in the crossfire
Brands are increasingly the collateral damage of competitor-targeted or politically motivated astroturfing. What the campaigns look like and how to spot them early.
Detection Methods
Why speed matters in content authenticity scoring
A score that arrives after a story has spread for six hours has limited operational value. The design trade-offs behind fast detection.
Operations
What newsrooms can learn from platform trust teams
Large platforms built significant internal capabilities for detecting coordinated inauthentic behaviour. The methods translate to newsroom contexts more directly than most editorial teams realise.
Brand Safety
Brand safety in the age of synthetic content
AI-generated content at volume changes what brand safety teams need to monitor and how detection tools need to adapt.
Research
How coordinated inauthentic behaviour spreads through content networks
The propagation mechanics of coordinated manipulation differ from organic viral spread in measurable ways. This is what the patterns look like at the network level.