‘Who will take responsibility?’: Exploring effective strategies for brand safety
With GARM gone, questions arise about who is responsible for brand safety, whether current safeguards are still effective and what new strategies should be implemented.
Brand safety has been a concern for marketers since 2017, after an investigation by The Times revealed YouTube ads from major global brands were appearing alongside content by pornographers, extremists and white supremacists, inadvertently funding their causes.
The issue gained traction again recently following the discontinuation of the Global Alliance for Responsible Media (GARM) and conversations around the topic have intensified in the months since.
Marketing Week has spoken with advertisers, trade bodies and ad tech vendors, attending a roundtable with advertising and media executives hosted by the IAB on condition of anonymity.
Informed by the wider debate, we explore some key issues surrounding the current brand safety landscape and what brands can do from here:
