While the activities of the Global Alliance for Responsible Media have been suspended, its work continues to benefit the safety of users and brands.
- Platform policies for monetised content, which mapped with known exceptions to the GARM Brand Safety framework, remain unchanged. GARM's Brand Suitability Framework continues to be reflected widely in first-party controls and third party integrations for reporting, allowing advertisers to choose the risk profile that's right for their brands.
- So that brands can better assess the user and brand safety of their investment choices, platforms have remained committed to regular transparency reporting, with increasing frequency and with growing inclusion of metrics supported by GARM.
- To control where advertising appears, GARM's adjacency standards have been widely adopted and embedded in controls.
- And to provide assurance, significant platforms have committed themselves to audit and accreditation of their brand safety controls.
ISBA will continue to provide actionable guidance and education on brand safety to its members and will commit itself to support the global need tor continued progress in this area.
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Stephen Chester
Stephen Chester
Steve has spent the last 18 years of his career in the digital advertising industry.
He’s the Director of Media for ISBA, leading a team delivering industry education, standards, research and shaping and campaigning for effective, responsible industry self-regulation across all media platforms on behalf of marketers. He is also a permanent member of the Joint Industry Committee for Web Standards (JICWEBS) overseeing digital trading standards for the UK including brand safety, viewability and ad fraud.
Prior to ISBA, Steve spent 5 years as Director of Data & Industry Programmes at the Internet Advertising Bureau in the UK leading a team covering Display, Search & Data, 8 years at Microsoft Advertising leading a variety of account management/client service teams and 4 years as Head of Operations at Agency.com, a leading full service digital marketing agency.
Dan Larden
Dan Larden
As Head of Media, Dan supports ISBA members across a range of ongoing initiatives that are transforming the role of advertisers in shaping the evolving addressable media ecosystem. He will work directly with members to build out fresh strategies providing UK advertisers with leading and advanced resources to help them navigate emerging trends and structures.
Dan has over 14 years’ experience in advertising and was most recently Chief Strategy Officer at TPA Digital, a specialist consultancy giving impartial advice to brands on data driven digital advertising. Before switching to consultancy, he was a Managing Partner at Infectious Media (now Kepler), which pioneered the use of programmatic advertising in the UK.
At ISBA, Dan leads industry initiatives around Media Insight & Effectiveness, Programmatic & Performance and Data & Ethics for the UK’s leading advertisers who make up ISBA’s membership.
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