GARM & Ad Net Zero Announce Global Framework to Measure Media’s Carbon Emissions
Ad Net Zero has unveiled the Global Media Sustainability Framework, a voluntary standard for measuring greenhouse gas emissions across digital, TV, print, audio, outdoor, and cinema channels. Supported by major advertisers, ad holding companies, media owners, and tech firms, this framework aims to provide consistent, comparable emissions data. It features initial formulae for TV, digital, and outdoor media, with more to come. This initiative helps advertisers reduce the carbon impact of their media plans and fosters industry-wide sustainability. Full Story
TikTok Launches Brand Safety Studio
On Wednesday, TikTok launched Brand Safety Studio, a new video directory resource to inspire and inform marketers on TikTok's approach to safety across a broad range of topics. At launch, the directory is anchored in sessions from TikTok’s Beyond Brand Safety event earlier this year in New York. It also includes industry leadership interviews and animated explainers. Learn More
Marketers, It’s Time to Walk the Walk on Responsible Media
Marketers are increasingly focusing on brand safety, sustainability, and diverse content, but implementing these ideals is challenging. Responsible media practices prioritize brand safety, support quality journalism, and promote DEIB and sustainability. Addressing concerns over made-for-advertising (MFA) sites, nuanced approaches are needed to ensure fair practices. Additionally, supporting news media, minority-owned properties, and sustainable practices are crucial for a robust media ecosystem. By prioritizing engagement and ethical standards, marketers can create impactful and responsible advertising strategies. Full Story
The Process by Which Influencer Agencies Verify and Identify Counterfeit Influencers and Followers
The rise of virtual influencers and AI-generated content challenges influencer agencies in maintaining authenticity and monitoring engagement. With platforms selling fake followers, nearly half of Instagram influencers used counterfeit followers in 2021. Agencies like Cycle and Movers+Shakers blend quantitative tools and manual research to detect fake engagement. Tools like Creator IQ and custom platforms like Open Influence's Companion aid in vetting influencers. Ensuring authentic engagement is crucial to sustaining brand and creator relationships in this evolving landscape. Full Story
IAS Expands Brand Safety and Suitability Measurement for YouTube
Integral Ad Science (IAS) expands its Brand Safety and Suitability Measurement for YouTube to include Performance Max and Demand Gen campaigns on Google Ads. This enhancement offers third-party assurance, data-driven insights, and global coverage, ensuring ads run alongside brand-safe content. Performance Max simplifies advertising with a unified campaign, boosting conversions by 27%. Demand Gen reaches up to 3 billion users monthly with immersive creatives. IAS's expansion empowers advertisers with comprehensive safety and efficiency for their YouTube campaigns. Full Story
As Oracle’s Ad Business Collapses, Layoffs and Uncertainty Ripple Through the Industry
Any hope of Oracle’s advertising division continuing under new ownership is fading fast, as the company’s bosses show zero interest in selling it off. They’re done with advertising, leaving its executives to face the fallout. According to Digiday, several hundred layoffs were involved in Oracle’s advertising division’s closure, with the majority of those staffers learning of the plans when they were announced publicly during the tech company’s latest earnings call earlier this month. Full Story
