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Industry knowledge

WFA produces resources, research and guides across a wide range of emerging marketing topics and challenges. All the work is informed by WFA member input and developed in close cooperation with the best experts from across the industry.

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  1. The Future of Media Agency Models: Change is Coming
    VideoReport
    Agency management

    The Future of Media Agency Models: Change is Coming

    Matt Green

    A new survey by WFA and MediaSense shows an overwhelming proportion of major multinational brands are looking to improve their agency model. Just 11% of respondents believe their current agency model will fit future needs, while 24% say it is unfit for future purpose.

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  2. Global Agency Remuneration Trends: 2022 update
    Report
    Marketing procurementMarketing procurement

    Global Agency Remuneration Trends: 2022 update

    WFA

    Major advertisers believe that their agency partners are still offering great value in 2022, according to a major new research study from WFA and strategic partner The Observatory International.

    Read more about "Global Agency Remuneration Trends: 2022 update"
  3. Why brand safety matters
    Expert opinion
    Advertising & policy

    Why brand safety matters

    Stephan Loerke

    Please note that GARM was discontinued on August 8. See more here.

    It’s worth reminding ourselves why brand safety matters and how global advertisers have taken the lead in trying to make digital platforms places where they are comfortable for their brands to appear. WFA CEO Stephan Loerke explains.

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  4. Brand safety and suitability: Restoring choice to advertising industry stakeholders in digital media
    Expert opinion
    Advertising & policy

    Brand safety and suitability: Restoring choice to advertising industry stakeholders in digital media

    Rob Rakowitz

    Please note that GARM was discontinued on August 8. See more here.

    The Global Alliance for Responsible Media (GARM) has been working hard over the last three years to help marketers protect brand reputation. Rob Rakowitz, WFA Initiative Lead for GARM, explains how the tools put transparency and choice back into the industry.

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  5. Expert opinion

    Insights from GARM’s Aggregated Measurement Report Volume 4

    Rob Rakowitz

    Please note that GARM was discontinued on August 8 2024. See more here.

    GARM’s focused view on social media content enforcement data shows increased action on war and weaponry with the ongoing War on Ukraine

    Read more about "Insights from GARM’s Aggregated Measurement Report Volume 4"
  6. GARM calls on Twitter to uphold existing commitments on brand safety and deepen future collaboration
    Expert opinion
    Advertising & policy

    GARM calls on Twitter to uphold existing commitments on brand safety and deepen future collaboration

    Rob Rakowitz

    Please note that GARM was discontinued on August 8 2024. See more here.

    The Global Alliance for Responsible Media (GARM) is an advertiser-led cross-industry effort to remove harmful content from ad-supported digital media, in the interest of protecting consumers and safeguarding advertiser rights on supporting suitable media content.

    Read more about "GARM calls on Twitter to uphold existing commitments on brand safety and deepen future collaboration"
  7. Press releases
    Advertising & policy

    GARM announces guidelines on misinformation, standards on ad placements, and expansion to cover the metaverse

    WFA

    Please note that GARM was discontinued on August 8 2024. See more here.

    New adjacency standards were unveiled for Feed, Stories, In-stream Video, In-stream Audio and Display overlay; along with plans to ensure brand safety is built into new metaverse spaces prior to monetization.

    Read more about "GARM announces guidelines on misinformation, standards on ad placements, and expansion to cover the metaverse"
  8. GARM Brand Safety Floor + Suitability Framework
    Guides & templates
    Advertising & policy

    GARM Brand Safety Floor + Suitability Framework

    WFA

    Please note that GARM was discontinued on August 8 2024. See more here.

    This document is designed to provide GARM members with a common understanding of key definitions and categories. Last updated: June 2022

    Read more about "GARM Brand Safety Floor + Suitability Framework"
  9. Tech & tools in marketing procurement
    Report
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Tech & tools in marketing procurement

    WFA

    This WFA report, written in partnership with Flock Associates – The Marketing Transformation Company, explores how clients, in a marketing procurement role, rely on tech & tools to deliver their goals.

     

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  10. Navigating digital media safety and suitability in the time of war
    Expert opinion
    Advertising & policy

    Navigating digital media safety and suitability in the time of war

    Rob Rakowitz

    Please note that GARM was discontinued on August 8 2024. See more here.

    The war in Ukraine is challenging for all businesses. Rob Rakowitz, WFA’s Initiative Lead for GARM, explains what businesses can do now to ensure their marketing spend doesn’t support misinformation.

    Read more about "Navigating digital media safety and suitability in the time of war"
  11. New research suggests marketers lag corporate progress on the sustainability journey
    Report
    Marketing strategySustainabilityMarketing strategy

    New research suggests marketers lag corporate progress on the sustainability journey

    WFA

    Marketers almost unanimously believe that the function can make a difference on this journey.

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  12. Press releases
    Advertising & policyGlobal Marketer Week

    GARM launches its first-ever measurement report for digital brand safety

    WFA

    Please note that GARM was discontinued on August 8 2024. See more here.

    First-ever report creates unprecedented transparency across the industry and a new benchmark for charting progress on removing harmful content from ad-supported media.

    Read more about "GARM launches its first-ever measurement report for digital brand safety"
  13. Expert opinion
    Advertising & policy

    Industry experts on the next steps for brand safety

    WFA

    Please note that GARM was discontinued on August 8 2024. See more here.

    The new agreement on harmful content in the digital space achieved within the Global Alliance for Responsible Media highlights the need for action from brands as well as platforms. It’s not simple, however, and our five industry experts describe the next steps for brands, ranging from ensuring that the same standards are applied to all the media partners they invest with, through to an emphasis on ensuring brand safety efforts do not lead to discrimination against certain sections of the population.

    Read more about "Industry experts on the next steps for brand safety"
  14. Global Marketing Procurement: 2020 and beyond
    Benchmark
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Global Marketing Procurement: 2020 and beyond

    WFA

    The current state of marketing procurement, trends in structures and ways of working, the career path of the function and possible developments for the discipline beyond 2020.

    Read more about "Global Marketing Procurement: 2020 and beyond"
  15. WFA and platforms make major progress to address harmful content
    Press releases
    Advertising & policy

    WFA and platforms make major progress to address harmful content

    WFA

    Please note that GARM was discontinued on August 8 2024. See more here.

    Global Alliance for Responsible Media (GARM) agrees commitments and timeframe for the first global brand safety and sustainability framework for the advertising industry.

    Read more about "WFA and platforms make major progress to address harmful content"
  16. Brand safety in the COVID-19 era
    Expert opinion
    Advertising & policy

    Brand safety in the COVID-19 era

    Rob Rakowitz

    Please note that GARM was discontinued on August 8 2024. See more here.

    Coronavirus is creating new challenges for brand safety and the media ecosystem needs to work together to ensure consumers are protected. Rob Rakowitz, Initiative Lead for the Global Alliance for Responsible Media, explains.

    Read more about "Brand safety in the COVID-19 era"
  17. Project Reconnect masterdeck 2019
    Report
    Trends & forecastsBrand purposeBrand reputationGlobal Marketer Week

    Project Reconnect masterdeck 2019

    WFA

    Project Reconnect is WFA’s effort to develop a better understanding of what people want and expect from brands and help marketers better align marketing strategies and practices with people’s changing expectations and sensitivities.

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    Read more about "Project Reconnect masterdeck 2019"