Many organisations are now recognising their current brand safety tools are not enough, and are turning instead to a blended approach to brand safety and suitability .According to a study commissioned by CHEQ and Digiday, nearly two-thirds of advertisers say existing brand safety tools are not fit for purpose.Unfortunately, 92% of respondents also stated they would forgo the use of brand safety tools if they were not achieving adequate reach, however 99% are seeking more customised tools to ensure safety, without sacrificing reach.