Last week’s deadly attacks on the U.S. Capitol likely won’t result in many Canadian brands jumping ship from Twitter and Facebook, even though they have restarted conversations about the role hateful content, misinformation and conspiracies that spread on the platforms play in political violence – and how ad dollars may support it.

There is definitely an evolving geopolitical landscape with social platforms, which has resulted in an evolutional change in how brands tackle brand safety compared to in the past,” says Dennis Truong, digital director at UM.

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