The Global Alliance for Responsible Media and Twitter agree tangible steps to address brand safety-related concerns
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Earlier this month, the leadership team from Twitter met with the WFA Executive Committee and the GARM Steer Team. A practical next step from this meeting is to develop and agree tangible steps against an acceleration agenda. The purpose of this agenda is to answer concerns relative to brand safety commitments amid company changes.
Since then, the GARM Steer Team has met with Twitter’s GARM representatives to develop these tangible steps, realizing the following outcomes:
- Outcome: Verify Twitter’s capability to uphold the GARM Brand Safety Floor to ensure that harmful content is not monetized.
- Mechanism: Development of an advertising safety error rate [a noted GARM Authorized Metric].
- Outcome: Regularly report on the prevalence and reach of harmful content on the platform to ensure that the platform is safe for consumers.
- Mechanism: Development of a third-party endorsed social listening program run by Twitter regularly, and increased data access of existing third-party social listening partners.
- Outcome: Increase the recency and granularity of Twitter’s transparency reporting for the purposes of understanding platform safety and advertising suitability.
- Mechanism: Twitter to shift key transparency reporting metrics to semiannual cycle, in coordination with the GARM Aggregated Measurement Report.
- Outcome: Increase advertiser safety and suitability controls for campaigns and post-campaign transparency.
- Mechanism: Fast-track planned testing and deployment of third-party post-campaign verification tools, using GARM content categories.
- Mechanism: Fast-track the development of first-party targeting and adjacency tools using the GARM Brand Safety Floor + Suitability Framework and the GARM Adjacency Standards Framework.
- Outcome: Certify brand safety operations and effectiveness via industry-aligned independent auditing bodies.
- Mechanism: Twitter to continue conversations with MRC on the Content Level Brand Safety Certification, with a timetable reflecting changes and practical phasing.
Twitter are already working against these mechanisms, many of which were shared with the GARM Community in its December Community Call. Working timelines will be communicated more broadly via GARM’s blog on the WFA web site, as roadmaps are confirmed.
There are other outstanding issues that the GARM Steer Team is working on with Twitter to resolve, largely around business continuity and compliance, which will be managed in parallel.