This story requires our BI Prime membership. To read the full article,Competing groups are putting their differences aside to solve the problem quickly in the face of global threats of regulation.
Today, dozens of the world's biggest advertising and content companies — including major tech firms, brands, ad agencies and industry groups — announced their commitment to a new alliance that's being created to improve digital safety. The launch members of the Alliance will meet for the first time Wednesday at the Cannes Lions International Festival of Creativity in France.major advertisers like Adidas, Mastercard, Nestlé, Procter & Gamble, Shell, and Unilever, as well as Facebook, Google, and YouTube.
"Because we don't know what the regulation is going to look like, we want to get out front and figure out how to solve problem," said John Montgomery, EVP of Brand Safety at GroupM.The immediate focus of the Global Alliance for Responsible Media is to create a working group to prioritize concrete steps to begin creating actions, processes and protocols for protecting people and brands from nefarious content online.
This would unify tech companies in the decision-making process over what types of content remains on their platforms.We've seen several times in recent weeks that different standards across platforms about what type of content is considered safe causes confusion and frustration among lawmakers, brands, and consumers.
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