On August 9, the World Federation of Advertisers announced the discontinuation of the Global Alliance for Responsible Media (GARM), a crucial initiative aimed at monitoring brand safety in digital advertising.
In response to this significant change, our President Josh Rosen shared his thoughts with Forbes, emphasizing the need for brands to adapt to the evolving landscape of digital advertising.
“We’ve heard from clients that the dissolution of GARM isn’t a primary concern. Brands are definitely still focused on brand safety and reliability of platforms, but they know they have to be able to adapt their strategies to the landscape. The lawsuit by Musk was a wake-up call for the industry. It signaled that there’s significant volatility associated with self-proclaimed governing bodies. It also showed that the actions of one platform, in this case X, can ripple through the whole industry.We need to take this seriously and consider the long-term stability and values of the platforms we choose to associate with and the platform owners need to show some great respect and appreciation for the planners and buyers. Instead of looking for a replacement for GARM, the ad industry can focus on metrics that drive real engagement and ROI, instead of vanity metrics. We need to demand transparency and accountability. Brands should also be willing to take calculated risks. When it’s done with a clear strategy, being controversial can be a benefit.”
You can read the full Forbes article by Brad Adgate here.
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