In general, publishers understand the rationale behind brand safety measures, and many offer to work collaboratively with direct advertisers to hold, adjust or redirect their campaigns.

But when brands implement overly broad blocklists, fail to update their filters, or otherwise act inconsiderately of their publisher partners, they risk undermining key sources of newsgathering right as they are most critical, according to Otero.

“Agencies, brands and vendors are all pointing the finger at one another,” Otero said. “In a conflict where journalists are being killed, their concerns should be put into perspective.”