Many industry leaders in online advertising have banded togother to form the Global Alliance for Responsible Media. The group's mandate is to focus on and promote "digital safety," which specifically refers to safety on the branding side, so corporations can make sure ads don't run over controversial content. This would help brands that are concerned with where its content plays, an example being the fact that several advertisers have suspended working with YouTube due to ads running over controversial content.
Actions that the Global Alliance for Responsible Media will take on are not currently clear, however, the group has stated the first actions will involve working to "form and empower an inclusive working group charged with developing a set of initial ideas and prioritizing next steps."
The groups' members include large brands such as adidas, General Mills, NBCUniversal, Facebook, Google and others.
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Industry Leaders Banded to Form the Global Alliance for Responsible Media
Trend Themes
1. Global Digital Safety - The formation of the Global Alliance for Responsible Media highlights the trend of companies collaborating to promote digital safety, presenting opportunities for disruptive innovation in online advertising safety measures and vetting processes.
2. Controversial Content Avoidance - With increasing concerns from brands about ads being placed near inappropriate content, the trend towards avoiding controversial content highlights opportunities for innovations in ad placement and content vetting technologies.
3. Brand Safety Measures - The Global Alliance for Responsible Media is taking action to create a set of initial ideas and prioritize next steps involving brand safety measures, presenting opportunities for disruption in ad safety standards and practices industry-wide.
Industry Implications
1. Online Advertising - As more companies seek to promote digital safety, the online advertising industry can explore disruptive innovations in ad placement technologies and vetting processes.
2. Brand Management - The trend towards avoiding controversial content presents opportunities for disruptive innovations in brand safety measures, vetting processes, and digital reputation management.
3. Media and Entertainment - As members of the media and entertainment industry, including NBCUniversal and Google, are involved in the Global Alliance for Responsible Media, opportunities for disruptive innovation exist in ad placement methods and technologies, and content vetting and moderation practices.