GARM Aggregated Measurement Report - April 2021

GARM Aggregated Measurement Report - April 2021

Industry issues
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The first Global Alliance for Responsible Media (GARM) report tracking performance on brand safety across seven platforms, including Facebook, Instagram, Twitter and YouTube.

Article details

  • Author:WFA

    WFA

Reports & whitepapers
22 April 2021

The Aggregated Measurement Report provides a simple and transparent framework based around four core questions that advertisers can use to understand how well the platforms are enforcing their policies in the context of the brand safety floor:

  • How safe is the platform for consumers? The prevalence of harmful content will be reported as the number of views of harmful content as a percentage of all views of content.
  • How safe is the platform for advertisers? The incidence of advertising appearing in the context of harmful content will be reported as the number of ad impressions on harmful content as a percentage of all ad impressions. For newsfeed environments, the overall consumer prevalence measure above will be reported.
  • How effective is the platform enforcing its safety policy? This will be reported as the total number of pieces of harmful content removed and the number of times it has been viewed.  
  • How responsive is the platform at correcting mistakes? This will be reported as the total number of appeals made by users and the number of reinstatements made by platforms.

Independent oversight and measurement is critical to the GARM initiative, helping create accountability on the challenge of harmful content.

The full report can be downloaded below:

Article details

  • Author:WFA

    WFA

Reports & whitepapers
22 April 2021