Back to Blog

Forbes Feature: Marketers Are Seeking New Ways To Ensure Brand Safety On Digital Media

Forbes Feature: Marketers Are Seeking New Ways To Ensure Brand Safety On Digital Media
Hotspex Media Team

On August 9, the World Federation of Advertisers announced the discontinuation of the Global Alliance for Responsible Media (GARM), a crucial initiative aimed at monitoring brand safety in digital advertising.

In response to this significant change, our President Josh Rosen shared his thoughts with Forbes, emphasizing the need for brands to adapt to the evolving landscape of digital advertising.

“We’ve heard from clients that the dissolution of GARM isn’t a primary concern. Brands are definitely still focused on brand safety and reliability of platforms, but they know they have to be able to adapt their strategies to the landscape. The lawsuit by Musk was a wake-up call for the industry. It signaled that there’s significant volatility associated with self-proclaimed governing bodies. It also showed that the actions of one platform, in this case X, can ripple through the whole industry.We need to take this seriously and consider the long-term stability and values of the platforms we choose to associate with and the platform owners need to show some great respect and appreciation for the planners and buyers. Instead of looking for a replacement for GARM, the ad industry can focus on metrics that drive real engagement and ROI, instead of vanity metrics. We need to demand transparency and accountability. Brands should also be willing to take calculated risks. When it’s done with a clear strategy, being controversial can be a benefit.”

You can read the full Forbes article by Brad Adgate here.

Want to Learn More?

Give us a shout and let us know how we can help.

More from the Blog

Hotspex Media: Your Trusted Partner in a Shifting Advertising World

Hotspex Media: Your Trusted Partner in a Shifting Advertising World

As the industry evolves, we remain dedicated to being a trusted partner, helping you adapt to new challenges and seize emerging opportunities. Whether you’re looking for fresh perspectives or reliable support, we’re here to provide the expertise and flexibility that help your brand succeed in an ever-changing market.

Read Story
DigiDay Feature: 2024 was a trillion dollar year that signals slower days ahead

DigiDay Feature: 2024 was a trillion dollar year that signals slower days ahead

2024 was a milestone year for the ad industry, with global spending reaching a projected $1.1 trillion for 2025. But alongside this growth comes a shift to slower, steadier gains as the industry finds its footing in a post-pandemic landscape. 

Read Story
Performance Marketing World Feature: ‘Marketers are facing a battlefield’: Industry predictions ahead of Black Friday

Performance Marketing World Feature: ‘Marketers are facing a battlefield’: Industry predictions ahead of Black Friday

On the eve of perhaps the biggest sales event of the year, thought leaders offer their insights on everything from the threats to avoid, channels to lean on, opportunities to grasp, and more.

Read Story