How the GARM Standards Are Helping to Create a More Responsible Ecosystem
In 2020, many of the leaders in the industry came together to put pen to paper on a new framework that would bring accountability and responsibility to advertising under a unified charter: the Global Alliance of Responsibility Media (GARM).
In the last year, it’s become increasingly clear that GARM was going to have far-reaching benefits across the media and tech industries: it brings together platforms, brands, agencies, and tech providers to have a seat at the table to plan a more responsible future.
As more consumer time is spent on digital platforms and abandoning linear television, the systems and rules to help enforce media responsibility can’t come from one body in a silo. With GARM, and initiative lead Rob Rakowitz, the industry can come together through what he refers to as “uncommon collaboration” across key challenges.
What does “responsible media mean”?
For marketers, it means placing dollars in Suitable environments, and mitigating wasted dollars. For agencies, it’s about gaining transparency on where dollars are placed to ensure brand values are being maintained. For platforms, it’s about providing transparency and tools for communities to feel supported and brands to make informed decisions.
And for companies like Zefr, it’s about bringing tools that help bridge the gap and enable responsible, brand suitability activation and measurement across all of these constituents.
At Zefr, we’re thrilled that the GARM industry standards are providing a living, breathing rubric for the entire industry to begin improving key areas from brand safety, to brand suitability, to social good. Over the next few months, we will be surfacing the key initiatives of GARM, doing deep-dives on the content definitions, and updating this space on Product announcements to help bring the GARM standards into day-to-day media buying frameworks.
