Marketers have a lot of things to worry about when it comes to advertising—and one of the biggest on the modern internet is “brand safety,” or ensuring a product does not appear with offensive or dangerous content.
A new ad industry alliance could help with that. The Global Alliance for Responsible Media, a new collaboration between the Association of National Advertisers (ANA) and the World Federation of Advertisers (WFA), aims to create unified methods for figuring out what makes a piece of content harmful, looking through a lens of shared definitions of things like spam, explicit content, and propaganda.
The efforts also will rely on the implementation of common tools to make it easier for platforms to detect issues with harmful content in a transparent fashion, as well as an independent working group for watching over agreed-upon verification standards.
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