7 Finest Digital Asset Administration Software program I Suggest (2025)

In the event you’ve ever spent approach too lengthy digging by countless folders simply to search out that one emblem file, or worse, by accident used the improper model in a marketing campaign, you understand the ache of disorganized digital belongings. I’ve been there too.

That is exactly what pushed me to discover the greatest digital asset administration (DAM) software program. I used to be looking for a extra environment friendly option to manage, retailer, and share artistic recordsdata, a option to reduce by the chaos.

Whether or not you are a part of a dynamic advertising and marketing workforce, a artistic company, or just uninterested in file names like “final_v6_reallyfinal.psd,” a stable DAM device can considerably enhance your workflow.

On this article, I am sharing one of the best digital asset administration software program I’ve evaluated in 2025, highlighting what works, what does not, and which platforms are price contemplating to your workforce’s time and funds.

7 greatest digital asset administration software program I would decide

Earlier than I began researching DAM platforms, I assumed it was only a buzzier identify for cloud storage. I used to be most likely doing what you’re doing. utilizing Google Drive and Dropbox, creating countless folders, and hoping I’d discover the best model after I wanted it.

However as our content material library and workforce grew, primary storage simply wasn’t sufficient. That’s after I found what a DAM actually does: it’s purpose-built for organizing, storing, discovering, and sharing artistic recordsdata at scale, with options like metadata tagging, utilization rights, entry controls, and model monitoring. In brief, it brings order to the chaos.

All of a sudden, as a substitute of asking somebody to resend a file or digging by Slack for the “last last” model of a design, I might discover the whole lot in seconds. And since the entire workforce had entry, everybody was on the identical web page, no bottlenecks, no model mix-ups. 

What makes one of the best digital asset administration software program?

After I explored every DAM platform, I targeted on the options that truly matter for artistic and advertising and marketing groups managing rising libraries of content material. Right here’s what I regarded for:

• Person-friendly interface: A DAM is simply helpful in case your workforce really desires to make use of it. I regarded for clear, intuitive interfaces that make it simple to add, tag, search, and manage belongings with no steep studying curve.
• Metadata tagging and superior search: One of the best instruments can help you tag belongings with customized metadata (like marketing campaign identify, content material kind, or utilization rights) and assist AI-powered or faceted search. This makes discovering precisely what you want quick a actuality, even in libraries with 1000’s of belongings.
• Model management and approval workflows: I prioritized instruments that assist computerized model monitoring and built-in approval workflows. That is key for avoiding outdated or unapproved content material slipping by the cracks, particularly in multi-stage campaigns.
• Entry controls and consumer permissions: Not everybody in your workforce, or outdoors of it, ought to see or obtain the whole lot. I regarded for granular permission settings so you’ll be able to handle who can view, edit, or share belongings primarily based on roles or groups.
• Collaboration instruments: Commenting on belongings, @mentioning teammates, and annotating recordsdata straight inside the DAM assist streamline artistic evaluation cycles. Bonus factors for real-time notifications and integrations with instruments like Slack or e-mail.
• Integrations with artistic and advertising and marketing instruments: I gave choice to platforms that combine effectively with instruments we already use, like Adobe Inventive Cloud, Canva, Figma, mission administration platforms (Asana, Trello), and CMS platforms like WordPress. API entry for customized workflows was one other plus.
• Storage and file format assist: A great DAM ought to assist a variety of file varieties like high-resolution photographs, uncooked video recordsdata, PSDs, PDFs, audio recordsdata, and extra. I additionally checked out storage limits, add speeds, and whether or not giant file dealing with (over 2GB) was clean and dependable.
• Asset sharing and exterior portals: With the ability to securely share belongings with exterior companions or purchasers with out giving full entry to your DAM is a large time-saver. I prioritized platforms with branded portals, password-protected hyperlinks, and expiration controls.
• Safety and compliance: Final however not least, I checked for enterprise-grade safety: SOC 2 compliance, SSO assist, encryption (in transit and at relaxation), and audit trails. For groups dealing with delicate or licensed content material, that is non-negotiable..

I will be trustworthy and admit that not all of the DAM platforms examine each criterion on my record. However they’ve strengths that make them price contemplating, relying in your wants. Now, let’s check out one of the best choices

The record under comprises actual consumer evaluations from one of the best digital asset administration software program class web page. To be included on this class, an answer should:

• Present storage for company-wide wealthy media recordsdata, akin to images, sound recordsdata, movies, displays, and graphics, in a centralized library.
• Permit customers to effectively manage and search belongings by the usage of media tags or different superior search capabilities.
• Provide instruments for managing rights and permissions of media content material for exterior use and embedding on inner or exterior web sites.
• Save and observe the historical past of earlier variations of digital belongings and make sure the most up to date variations can be found to make use of and distribute.

*This information was pulled from G2 in 2025. Some evaluations could have been edited for readability.

With a reputation like Bynder, I anticipated it to bind all my artistic chaos into one clear, organized area (pun very a lot supposed). Truthfully, I had excessive expectations for Bynder as a result of it’s top-rated on G2 and extensively really useful.

From the second I logged in my trial account, I might see why it’s such a preferred decide. The interface is trendy and intuitive; nothing felt overwhelming or overly enterprise. In just some clicks, I used to be exploring belongings, looking collections, and testing out the asset add and group circulate.

One factor I actually appreciated throughout testing was how highly effective and intuitive Bynder’s asset filtering is. You may filter by asset kind (like graphics, pictures, video, audio, or paperwork), however it doesn’t cease there. I might additionally slender outcomes by marketing campaign aims,  channels (akin to social, internet, or reside occasions), and even which workforce produced the asset.

What actually stood out to me was the utilization rights filter. It isn’t only a checkbox for “accessible.” You may filter by “on request,” “confidential,” and even “particular utilization rights,” which is extremely helpful when managing licensed or region-specific content material. And underneath the superior filter, I might use choices like file orientation, decision, length (for video), and even publication date to get the belongings I wanted. Every little thing felt organized and clickable.

Tags had been one other win. Bynder robotically suggests tags utilizing AI, and from what I noticed, it did a stable job recognizing objects, individuals, and themes. I might click on on tags like “live performance,” “emblem,” “guitar,” and even “leisure actions” to floor extremely particular belongings. In the event you’re working with a big content material library throughout a number of groups or campaigns, this sort of filtering makes a large distinction. It’s not fully excellent and has its hits and misses, however it’s undoubtedly a helpful characteristic. 

I actually favored the choice to create a group of belongings I simply hit “New Assortment,” added a reputation and outline, and began including belongings for that individual marketing campaign. The platform made it really feel like organizing belongings might really be… pleasing. I examined importing a mixture of photographs, PDFs, and video recordsdata, and so they had been all processed rapidly. There’s a way of polish to how the system handles media. It’s clearly constructed for artistic groups managing a excessive quantity of content material.

Bynder additionally has options like model templates and Studio to create branded photographs and belongings simply inside the platform, in addition to 100+ integrations. However tere are some issues to contemplate too.

One factor that may journey up new customers, particularly these coming from a standard folder-based system, is the truth that Bynder doesn’t use a folder-based construction. As a substitute, the whole lot is organized by collections and metadata tagging. I noticed numerous G2 reviewers speaking about this.

The absence of a folder-based construction comes with a studying curve. However when you get used to it, you may notice how far more scalable and versatile this method is. You’re not locked right into a single hierarchy. As a substitute, you’ll be able to group, filter, and floor belongings dynamically primarily based on what you really need.

Additionally, it may be sluggish at instances. It’s not a dealbreaker, however one thing to remember in case your workforce works with bulk recordsdata or giant campaigns frequently.

All in all, Bynder appears like a well-rounded, extremely polished DAM that balances usability with energy. It’s particularly splendid for mid-sized to giant advertising and marketing and inventive groups who want construction with out sacrificing flexibility. 

What I dislike about Bynder:

• There’s undoubtedly a studying curve for those who’re used to a folder-based system. It took me a bit to regulate to utilizing tags and collections as a substitute, although it’s extra highly effective in the long term.
• The device might be often sluggish or a bit clunky, particularly when working with giant file units. It’s manageable and never a relentless incidence, although.

What G2 customers dislike about Bynder: 

“I’ve encountered a couple of hangups, akin to points with refreshing adjustments on the homepage, delays in thumbnail appearances whereas importing, and a few options that aren’t probably the most intuitive.“

– Bynder Evaluation, Sam I, Content material Producer.  

I’d heard somebody describe Canto as “the DAM that simply works,” so naturally, I wished to see if it lived as much as that promise. After spending time exploring its options, taking a self-guided product tour, and studying by 100s of consumer evaluations, I’d say it does, particularly for groups that prioritize simplicity, construction, and model consistency.

Immediately, I seen how Canto leans right into a folder-based format, which feels acquainted for those who’re coming from conventional shared drives. I can see how that may make adoption simpler for groups used to that system. However when you layer in metadata, tags, and filters, it begins functioning extra like a contemporary DAM.

What stood out to me was the built-in digital rights administration panel. You may outline phrases and situations, set copyright guidelines, and add watermarks, all inside the platform. That type of native DRM performance is uncommon and extremely helpful for groups working with licensed or internal-use-only belongings.

I additionally favored the type information part, which centralizes model colours, logos, fonts, and templates in a single place. It’s a pleasant contact for preserving branding constant, particularly when collaborating with companions or exterior groups.

The platform additionally presents AI-powered tagging, like Bynder, and a facial recognition characteristic, which I feel could be a large time-saver when coping with giant picture libraries. Like most AI options, it’s not all the time excellent, however it does a stable job with preliminary group and might undoubtedly scale back handbook tagging work for those who refine it alongside the way in which.

That stated, the interface can really feel a bit dated. Even in the course of the guided tour, some components of the UI felt extra practical than polished. It’s not arduous to navigate, however it’s clear that Canto prioritizes construction over flash. That alternative works effectively for groups that like a well-recognized, folder-style format. 

Additionally, primarily based on my observations of G2 consumer evaluations, tagging appears to be a standard friction level. Whereas Canto helps AI tagging, customers usually point out that the automated tags might be inconsistent or too broad to be helpful with out handbook cleanup. It is a widespread downside with most DAMs I attempted, truthfully. In case your workforce doesn’t have already got a stable taxonomy or tagging technique in place, the system can really feel a bit disorganized till that construction is constructed out.

On the entire, I would say Canto is a superb possibility for mid-to-large-sized firms that want a dependable system for organizing and defending a library of digital belongings. 

What I disliked about Canto:

• The interface felt just a little outdated and never as trendy or intuitive as another instruments I’ve seen.
• The tagging system might be tough for brand new customers. AI tagging is useful, however with no clear construction or handbook cleanup, issues can get messy quick and make searches much less efficient.

What G2 customers dislike about Canto:

“I dislike how lengthy it takes for sure recordsdata to add, akin to giant illustrator recordsdata or movies. I additionally suppose the complete UX / UI may be very outdated and in dire want of a refresh.“

– Canto Evaluation, Brock M, Visible Designer. 

Brandfolder by Smartsheet just about does what the identify guarantees. It creates a clear, organized area for the whole lot that makes up your model’s identification. I didn’t get a demo or a free trial, however primarily based on what I researched and what customers on G2 needed to say, it appears like a DAM constructed for groups that reside and breathe model consistency.

One of many first issues that stood out to me throughout my analysis was how trendy and polished the interface seems to be. Brandfolder feels genuinely constructed for artistic groups. It’s visible, intuitive, and offers off that “marketing-friendly” vibe straight away. 

I noticed that Brandfolder makes use of collection-, label- and section-based method  to storing and displaying belongings. Collections are much like what Bynder has, like little curated units, excellent for grouping associated belongings for a particular marketing campaign or workforce. Sections act extra like classes for content material varieties like movies, photographs, social media graphics, fonts, colours, and extra .

After which there are labels, which I actually favored. They’re mainly a wiser model of folders that replicate how your group already thinks about content material. I feel it makes the platform really feel acquainted and makes navigating belongings really feel intuitive proper from the beginning. 

I additionally noticed a number of customers spotlight how simple it was to share particular collections or branded kits with companions and distributors utilizing the model portal. You may management entry ranges, set expiration dates, and observe asset utilization, making it a stable alternative for exterior collaboration.

From what I’ve gathered, Brandfolder packs in some sensible AI options—like auto-tagging, advised descriptions, and trainable AI that adapts to your model. It additionally presents duplicate detection, video scene evaluation, and asset analytics to assist groups keep organized and observe what’s really getting used.

And like different top-tier DAMs, Brandfolder additionally plugs into the tools artistic groups use like Adobe, Canva, and extra. I did see some customers mentioning that the Adobe integration, whereas extraordinarily useful, could possibly be smoother. 

And, after all, it’s not all simple. A recurring theme in evaluations I checked out was that the platform’s search and tagging system wants considerate setup. With out constant metadata or a transparent taxonomy, the search can really feel much less highly effective than it seems to be on the floor.

I additionally seen a couple of G2 reviewers mentioning that it may be costly, particularly for smaller groups or startups. However many nonetheless gave it 4 or 5 stars, citing options like content material automation, model management, and integrations as price the associated fee. 

So, whereas Brandfolder isn’t flawless, it’s clear that for the best groups, particularly these managing a excessive quantity of branded content material, the payoff might be effectively price it.

What I dislike about Brandfolder:

• I discovered that Search depends on a great setup. It’s highly effective, however you’ll get one of the best outcomes in case your metadata and tagging are effectively thought out from the beginning.
• Pricing could not match each workforce. From what I’ve seen, Brandfolder appears greatest suited to mid-sized to enterprise groups. Smaller groups would possibly discover it to be costly if they’ve a decent funds.

What G2 customers dislike about Brandfolder:

“Looking for Belongings is straightforward for me as an administrator however terribly tough for our gross sales groups. I want the search could possibly be extra intuitive for non-technical customers. Additionally, there may be reside assist accessible, however it appears they’re by no means accessible. Generally, my requests take longer than 48 hours for a response. They do make up for the delay; usually, each time I do get ahold of assist, they go above and past to assist me. I solely want they had been extra responsive after I increase the flag.” 

– Brandfolder Evaluation, Thomas N, Digital Specialist.

I’ve examined fairly a couple of digital asset administration platforms for this text. Whereas most of them supply a free trial, however not a very free plan. That’s what made Air stand out to me straight away. It let me begin utilizing it with no need to ebook a demo or begin a countdown on a 14-day trial.

And although I used to be on the free plan, it didn’t really feel stripped down. I used to be in a position to discover the interface, add belongings, and get an actual really feel for the way it would possibly work in an precise artistic workflow.

The platform felt clear and trendy, with a concentrate on simplicity and visible group. It doesn’t attempt to overwhelm you with too many options upfront, which I appreciated.

Navigating round was simple. The way in which belongings are organized into “Boards” and “Sub-boards” makes the entire expertise extra visible and digestible. I might change between record, gallery, or Kanban view when looking by boards. It’s totally Google Drive-meets-Notion kind of format. I didn’t really feel misplaced or overloaded at any level.

I examined importing a couple of completely different file varieties, creating boards, tags, and customized fields and the whole lot labored with out problem. 

One little element I actually favored whereas testing Air was how customized fields work. Like different DAMs, I might create customized tags like marketing campaign names or asset varieties however as well as, I might color-code the choices. It sounds minor, however if you’re managing lots of belongings, these visible cues assist make filters and labels approach simpler to scan at a look.

The search bar on the high and the filters underneath All belongings and recordsdata allow you to search belongings by tags, standing, utilization rights, ranking, and extra.

Sharing and collaboration additionally really feel clean. You may invite others, set permissions, and create board-based views for exterior use. Whereas I solely examined this with a small variety of belongings, I might already see the way it’d scale for working with purchasers or teammates.

The free plan is surprisingly beneficiant. You get 5 GB of storage, 50 boards, and entry for 2 members, which is sufficient for a small workforce simply getting began with DAM. The truth that you get a 7-day deletion restoration window even on the free plan is a pleasant security web too.

That stated, there are some things to concentrate on. From what I learn on G2, whereas the tagging options are extremely useful for organizing belongings, the AI auto-tagging characteristic could be a bit hit-or-miss. I noticed some customers mentioning that it may be improved. 

Additionally, in terms of sharing, Air makes use of shareable hyperlinks as a substitute of full-fledged model portals. It undoubtedly works effectively for fast collaboration, however I noticed a couple of reviewers point out that the controls a bit unintuitive at first.

Regardless of these limitations, the general expertise nonetheless feels thoughtfully designed, particularly for artistic groups that want a light-weight, visible, and collaborative DAM resolution. If you’re a small workforce with a decent funds, I would undoubtedly counsel giving Air a attempt. 

What I dislike about Air: 

• The AI auto-tagging works, however it’s not excellent. I noticed reviewing mentioning that it might use some enhancements.
• From what I gathered, sharing is straightforward, however the controls take a while to determine. It’s simply hyperlinks, not full portals, so for those who want superior entry settings, it may really feel just a little restricted.

What G2 customers dislike about Air: 

“The factor we would prefer to see by way of enhancements from Air embody a extra sturdy  AI auto-tagging characteristic. As well as, a devoted Home windows program/software program to make use of, not simply Mac.” 

– Air Evaluation, Dan S, Director of Digital Technique.

Ansira isn’t your typical DAM platform, and to be trustworthy, it took me a minute to grasp what precisely it presents. It’s actually extra of a brand-to-local advertising and marketing execution platform with DAM capabilities baked in. I could not attempt it out personally, however they do supply a demo.

Based on my analysis, the DAM facet (referred to as Ansira Create) is one a part of a broader system designed to assist manufacturers scale native advertising and marketing whereas preserving the whole lot on-brand.

I would say it’s constructed for franchise methods, vendor networks, retail manufacturers, and co-op advertising and marketing environments – any group that works with distributed companions who want entry to customizable, brand-approved content material. The main target isn’t simply on storing belongings, however on enabling native groups to launch campaigns that also look, really feel, and sound just like the model, regardless of the place they run.

What’s much more spectacular is that it’s not nearly managing and distributing belongings, you may also analyze marketing campaign efficiency proper inside the similar platform.

One factor that stood out to me when researching is clever templates and design instruments. You may lock down brand-critical parts in templates, however nonetheless give native groups the pliability to personalize what issues. That’s an enormous win for those who’ve ever struggled with off-brand artistic floating round in your ecosystem.

A number of G2 reviewers additionally referred to as out the convenience of use as soon as the whole lot is configured and praised the way it helps their native advertising and marketing efforts in a structured approach.

However, like with most platforms this complete, there are some trade-offs. I noticed some reviewers mentioning that pricing felt excessive for smaller firms. One other factor I picked up from the G2 suggestions is that there might be slight delays when connecting with buyer assist at instances. These aren’t deal-breakers per se put one thing to remember. 

So, who’s Ansira Create actually for? Not your common startup or artistic workforce simply trying to handle recordsdata, for my part. It’s for enterprise manufacturers with native execution challenges. It is for firms that have to empower their companions with compliant, co-branded, and high-performing artistic with out sacrificing management.

So, in case your largest advertising and marketing downside is scale and consistency, not simply storage, then Ansira is perhaps the best match.

What I dislike about Anisra Model-to-Native Progress Platform:

• I noticed some customers mentioning that buyer assist could be a bit sluggish to reply, however as soon as they do get again, the workforce is useful and thorough in resolving points.
• I additionally seen that pricing got here up a couple of instances as a priority. It could really feel costly, particularly for smaller groups with tighter budgets.

What G2 customers dislike about Anisra Model-to-Native Progress Platform:

“Because of the platform useful resource necessities, smaller firms like ours with tighter budgets or groups could discover it tough to make use of. Moreover, it could possibly be tough to combine Ansira Edge with present methods, which might disrupt workflow.” 

– Anisra Model-to-Native Progress Platform Evaluation, Saad G, B2B Advertising Technique Guide.

Truthfully, Sprint was one of many best ones to stand up and operating with. It’s clear, intuitive, and offers off zero enterprise bloat vibes, which I actually appreciated. You may inform it’s made with small to mid-sized advertising and marketing and inventive groups in thoughts. 

The UI regarded dashing (pun completely supposed). It’s trendy and smooth and genuinely makes navigating by folders and belongings pleasing. I used to be additionally in a position to customise the house display straight away with my model colours, emblem, and even favicons—which gave it a refined, on-brand really feel from the beginning.

From importing to organizing and sharing, the entire platform feels designed to scale back friction. Model management, tagging, and search options are the sorts of issues that may make or break a DAM, and Sprint undoubtedly delivered on all three for me. 

However there are some limitations. Whereas auto-tagging was genuinely useful for dashing up the method, particularly when importing lots of belongings without delay, it wasn’t all the time correct. I seen it generally added overly generic tags like “feminine,” “denims,” “clothes,” or “pants” which didn’t actually assist. This meant spending a while manually eradicating the tags and including the suitable ones. 

One other minor disadvantage I noticed in G2 evaluations included video previews taking just a little longer to load at instances. That stated, none of those felt like dealbreakers, simply issues to concentrate on relying on how your workforce works.

On the entire, I used to be actually impressed with Sprint. It’s intuitive, clear, and truly makes managing belongings really feel simpler. In the event you’re a part of a small to mid-sized workforce and need a no-fuss DAM that’s simple to get began with, Sprint appears like a stable, thoughtfully designed possibility.

What I dislike about Sprint: 

• The auto-tagging isn’t all the time correct. I ended up spending time eradicating generic tags and changing them with extra helpful ones.
• Primarily based on what I heard from different customers, video previews, particularly high-resolutions ones, can take just a little longer to load at instances. I didn’t expertise this first-hand, so it appears to be extra of a uncommon problem than a constant one.

What G2 customers dislike about Sprint: 

“A few of the auto-tags aren’t very efficient and might take some time to take away them.“

– Sprint Evaluation, Gina G, Strategic Communications and Advertising Supervisor. 

Cloudinary is a type of instruments that I had heard lots about earlier than making an attempt, and after digging into consumer evaluations and getting a really feel for the way it works, I can see why it’s so extensively used. 

The interface isn’t making an attempt to win design awards, however it’s clear and surprisingly approachable as soon as you understand the place to look. From the Media Library, I might add belongings and soar straight into duties like cropping, resizing, background elimination, and format conversion—with no need to go away the browser.

What impressed me most was how versatile the platform is. I might take a picture and apply transformations on the fly, resize it for various system varieties, and even model it or prep it for publishing, all inside the similar dashboard. 

It isn’t that different DAMs haven’t got this characteristic. They undoubtedly do have such options to resize and convert recordsdata. However the “What do you need to do as we speak?” part on Cloudinary made it really feel extra guided, which I didn’t count on from a device usually described as developer-centric. It was clear from the beginning that Cloudinary desires that will help you do extra together with your media, not simply retailer it.

Cloudinary additionally has collections, much like what you’d discover in instruments like Bynder or Brandfolder. However what actually blew my thoughts was the choice to create dynamic collections from present belongings utilizing tags and filters. As a substitute of manually curating every set, I might simply set the foundations and let Cloudinary pull in the best belongings robotically. It’s nonetheless in beta, however it’s a type of options that feels extremely highly effective for those who’re managing giant, fast-moving libraries.

After all, there are trade-offs. One of many extra widespread themes I noticed in G2 evaluations is that Cloudinary’s power in flexibility could make it really feel just a little overwhelming at first. It’s clearly not constructed for groups who simply need a tremendous visible, drag-and-drop DAM expertise with full artistic collaboration instruments. Additionally, whereas the UI labored fantastic for me, a couple of reviewers talked about it could possibly be extra intuitive, particularly for much less technical customers.

It’s additionally price noting how pricing works. Because it’s primarily based on utilization—issues like storage, bandwidth, and transformations—prices can scale up rapidly for those who’re operating giant campaigns or working with heavy media recordsdata. I didn’t run into points on the free plan, and most groups most likely received’t early on, however it’s one thing to remember as your content material quantity grows.

In the event you’re a developer or technical marketer working with a number of photographs and video throughout internet, and cell, Cloudinary is difficult to beat, for my part. It offers you management, pace, and scalability, and although the training curve is there, the worth you get when you’re arrange is totally price it.

What I dislike about Cloudinary:

• The interface labored fantastic for me, however I can see the way it would possibly really feel a bit technical or overwhelming for non-dev customers at first. There is a little bit of a studying curve for those who’re new to instruments like this.
• Pricing is predicated on utilization. So whereas the free plan is beneficiant, I’d control how rapidly issues would possibly scale relying on what number of belongings you’re serving.

What G2 customers dislike about Cloudinary:

“I imagine that the worth of the premium plan is an impediment, it requires an funding, because the free plan is restricted. The understanding of the device as effectively, I imagine that clearer and extra interactive paperwork and manuals assist in understanding the best way to use the device at its greatest efficiency..” 

– Cloudinary evaluation, Marcus R, Operations Analyst. 

Lock it down with DRM. Browse the greatest DRM software program on G2 to safeguard your belongings as a result of nice content material deserves nice safety.