Brand safety concerns often focus on adjacency to inappropriate content, but it is an excessive number of ads that is most damaging for brands. This is according to research from target audience company GWI and is just one of the findings from WARC Data's latest analysis report, Global Ad Trends: COVID-19 One Year On. This can be difficult for marketers to manage, though, as the growing number of channels used by consumers has made cross-media measurement more important but far from straightforward. Ads that block content, are not relevant or are next to inappropriate content are also highly damaging for brands. A growing emphasis on advertising in quality contexts should go some way in helping marketers avoid this, though.