GARM

Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.

Inside Publicis’ play to be both an agency and an ad tech company. Plus: the dissolution of GARM and what it means for the future of brand safety.

In today’s newsletter: How membership bundles are creating new forms of consumer-facing partnerships; typically unflappable platforms leap to action when billionaires are harmed by bad ads; and X’s GARM lawsuit helped politicize brand safety.

The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.

The World Federation of Advertisers told members on Thursday that it’s suspending its Global Alliance for Responsible Media initiative.

Shares of WPP took another thumping yesterday. Plus, advertisers are getting post-lawsuit cold feet about X all over again.

In today’s newsletter: Netflix drops its ad prices to slightly less outrageous levels; X sues GARM, alleging it led an ad boycott for ideological reasons, not brand safety concerns; and how TV manufacturers have laid the groundwork to take ad dollars from streamers and cable.

The challenges facing digital advertising feel bigger than ever. But when you’re in Cannes, you can’t help but focus on the positives. Here are the six biggest ad industry trends and positive takeaways from this year’s show.

The Global Media Sustainability Framework, which was announced Monday during a panel at Cannes, saw collaboration across all parts of the industry. Supporters include the 4As, IAB, Dentsu, Google, GroupM, L’Oréal, Omnicom, Publicis Groupe, Mastercard, Meta and Unilever.

AdExchanger caught up with Zefr’s new chief AI officer, Jon Morra, about his role and how digital media will adapt (or acquiesce) to AI tech.