Ad Community Considers What’s Next As GARM’s Gone, But Brand Safety Issues Remain.

The decision by the World Federation of Advertising to close down the Global Alliance for Responsible Media (GARM) last month was greeted with applause from many conservative podcasters.

For some advertisers, however, the focus now turns to what’s next in helping them meet brand safety and suitability goals. In what is likely the first of several potential solutions, global ad giant Dentsu is teaming up with media consultancy The 614 Group on a new coalition they say will help bring more ad dollars, and not less, to credible news publishers. The companies say their initiative comes as a response to the growing challenges faced by journalism in the digital age, where traditional monetization strategies have struggled under the weight of brand safety and suitability measures.

Dentsu and The 614 Group are exploring why top brands invest in news and how to boost those investments. The effort has already gained support from several Dentsu clients, who will be sharing important data and understanding in the research process. The effort will create a playbook for leading brands and others who make what they describe as “serious investments” in news.

“This is more than just a study on news and brand safety — it’s a commitment by leading brands to actively support the infrastructure of news itself and share a concrete view of those plans,” said Rob Rasko, CEO of The 614 Group. “Our aim is to ensure that journalism not only survives but thrives by leveraging the collective power of the industry’s foremost players.”

The coalition says its efforts are aimed at better understanding how marketers place their advertising in news content. It will look for a consensus on what works and why, in addition to examining new ad tech tools designed to allow for safer, more effective brand presence in news-related media. These efforts will culminate in a comprehensive report, due for release later this year, which will be accompanied by a series of presentations across various industry conferences and summits.

“Today, more than ever, it is crucial that the digital advertising community recognizes the intrinsic value of news — not just as a medium, but as a cornerstone of society,” said Deva Bronson, Executive VP/Head of Media Responsibility at Dentsu. “Through this coalition, we aim to highlight that investing in news is not just good ethics; it’s sound business strategy.”

The World Federation of Advertising said last month that increasing attacks on the ad-buying standards from conservative media outlets that said GARM standards were sidelining them from ad buys left it little choice other than to discontinue the group’s activities. “Recent allegations that unfortunately misconstrue its purpose and activities have caused a distraction and significantly drained its resources and finances,” the organization said.

Some podcast companies believe GARM’s end could have a positive impact and direct more spending toward news-related content. Barometer CEO Tamara Zubatiy said some advertisers misconstrued GARM definitions, and that sidelined too many advertising possibilities. In an interview last month, Zubatiy said she expects a coalition of premium publishers will come together during the next few months to help fill some of the gaps that GARM will leave. But instead of focusing on the advertisers, Zubatiy thinks it will approach the issue from the publisher’s vantagepoint.