Diageo’s Global media Director: Marketers Must Keep ‘laser Focus’ On digital Brand Safety

Whereas digital platforms together with YouTube and Fb have made “important” progress in tackling dangerous content material and guaranteeing security for each customers and types, Diageo’s world media director Isabel Massey has warned that the work is “solely simply starting”.

The International Alliance for Accountable Media (GARM) this week launched its first report monitoring the model security efficiency of digital platforms and setting a benchmark for progress.

GARM is a cross-industry initiative based and led by the World Federation of Advertisers (WFA). It was launched in June 2019 with the objective of successfully eliminating dangerous content material in advert supported digital media and has since grown to over 100 member firms, together with businesses, platforms, and main manufacturers. Diageo, Mars, Mondelez, PepsiCo, P&G and Unilever are counted amongst its members.

For Massey, the report is a “notable milestone” for the {industry}, because it permits advertisers to each perceive the dimensions of the difficulty after which to “get granular” concerning the issues that have to be solved. Nevertheless, it doesn't imply entrepreneurs or platforms can afford to take their foot off the pedal.

“GARM has been efficient thus far because of its laser deal with decreasing dangerous on-line content material and stopping its monetisation,” Massey mentioned, talking throughout the WFA’s International Marketer Week 2021.

“In order an {industry} we've got to remain targeted on this. I ask everybody to remain targeted on this because the problem is just not going away.”

GARM’s report offers a single level of entry for entrepreneurs trying to analyse model security throughout platforms and observe their progress on tackling dangerous content material.

 » Read more from www.marketingweek.com