GARM launches its first-ever measurement report for digital brand safety

First-ever report creates unprecedented transparency across the industry and a new benchmark for charting progress on removing harmful content from ad-supported media.

The Global Alliance for Responsible Media (GARM) has today launched its first report tracking performance on brand safety across seven platforms, including Facebook, Instagram, Twitter and YouTube, as the next step in its mission to improve the safety, trustworthiness, and sustainability of media.

By aggregating existing platform transparency reports and adding in policy-level granularity, the new document creates a common framework that enables advertisers to assess progress against brand safety for each platform member of GARM. The new framework also drives simplicity, focus and highlights the use of best practice methodology.

The GARM Aggregated Measurement Report is based around four key questions marketers can use to assess progress over time.  The report is consistent with the  common framework used to define harmful content not suitable for advertising and introduces aggregated reporting. The new frameworks of common definitions and aggregated reporting deliver consistency in well-established practices at the same time as advancing best practices into industry standards.

Ultimately, the report provides a common and focused framework for advertising industry stakeholders to make more informed decisions about their advertising investment.

Highlights from the latest data show that more than eight-in-ten of the 3.3 billion pieces of content removed across the platforms participating in the report is from three leading categories – Spam, Adult & Explicit Content, and Hate Speech & Acts of Aggression.

GARM is a cross-industry initiative founded and led by the World Federation of Advertisers (WFA) and supported by other trade bodies, including the Association of National Advertisers (ANA), ISBA and the American Association of Advertising Agencies (4A’s). 

The report follows nine months of collaborative workshops between major advertisers, agencies and key global platforms working together as one of GARM’s Working Groups, bringing together for the first-time data in a single, agreed location around four core questions and eight authorised metrics that have been agreed as critical to tracking progress on brand safety.

Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard and WFA President: “This report is great progress for our joint efforts, bringing together consistent and reliable data that marketers can depend on. It establishes common and collective benchmarks that reinforce our goals and help brand leaders, organisations and agencies make sure we keep media environments safe and secure.”

Phil Smith, Director General, ISBA, said: We’re delighted by the publication of this first GARM Aggregated Measurement Report. Its common framework will allow advertisers better to assess the progress made by platforms in ensuring they provide safe environments for users and for advertisers. The report is the product of unparalleled collaboration across the industry and is a vital step forward in GARM’s mission to improve the safety, trustworthiness, and sustainability of media. ISBA is proud to be an active member of GARM’s Steering Group, as we strive to create a trusted and accountable advertising environment.

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