{"id":8152,"date":"2020-08-13T16:41:38","date_gmt":"2020-08-13T16:41:38","guid":{"rendered":"http:\/\/localhost:10151\/?p=8152"},"modified":"2020-08-18T16:41:51","modified_gmt":"2020-08-18T16:41:51","slug":"ipg-mediabrands-releases-first-of-its-kind-media-responsibility-audit-of-social-media-platforms","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/ipg-mediabrands-releases-first-of-its-kind-media-responsibility-audit-of-social-media-platforms\/","title":{"rendered":"IPG Mediabrands Releases First-of-Its-Kind Media Responsibility Audit of Social Media Platforms"},"content":{"rendered":"
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YouTube\u2019s Headstart In Brand Safety Efforts Help Them Top The Audit Rankings<\/b><\/p>\n<\/div>\n<\/div>\n<\/header>\n

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NEW YORK–(BUSINESS WIRE<\/a>)–IPG Mediabrands today released its Media Responsibility Audit, the first-of-its-kind, as part of a larger effort aimed at enhancing brand safety and media responsibility in advertising. The social media platform audit was based on the\u00a0Media Responsibility Principles Mediabrands recently released<\/a>\u00a0to the public, which are geared toward protecting brands and the communities that a brand serves, weighing the impact of harmful content, and evaluating the policies of different platforms and their enforcement. The Media Responsibility Audit included doing a comprehensive assessment of all the primary social media platforms (Facebook, LinkedIn, Pinterest, Reddit, Snapchat, TikTok, twitch, Twitter, and YouTube) against the 10 principles to check current status and accountability against each principle. The audit was comprised of 250 questions in total and focused on establishing a benchmark on what a responsible platform looks like.<\/p>\n

Led by Mediabrands\u2019 performance agency, Reprise, the audit showed that many platforms are taking steps to improve their media responsibility performance. Major findings revealed what average versus great looks like, as well as who is leading and setting the standards for the industry. Every media partner was benchmarked against the best-in-class result, and Mediabrands was able to create tables that rank media partners overall and how they perform against the industry average. A key finding, that YouTube tops the overall rankings and performs best against several principles, is a testament to the changes YouTube has made in response to advertiser brand safety concerns three years ago. The audit will occur quarterly to enable platforms to demonstrate progress and help clients hold media partners accountable to commitments to improve.<\/p>\n

\u201cThe Mediabrands\u2019 Media Responsibility Audit comes on the heels of the challenge to the industry to ensure we are all taking part in safeguarding the media channels that are used in advertising, and furthermore, making sure they do not result in or contribute to harm,\u201d said Joshua Lowcock, Chief Digital Officer, UM, and Global Brand Safety Officer, Mediabrands.<\/p>\n

\u201cWhat this audit shows is that there is work to be done across all platforms from a media responsibility perspective, and that the different platforms each need to earn their place on a brand\u2019s marketing plan,\u201d said Elijah Harris, Global Head of Social, Mediabrands\u2019 agency Reprise. \u201cOur audit aims to deliver transparency to advertisers and consumers about the specifics of each platform with regard to our 10 principles. The audit is a tool to hold platforms accountable for improving their media responsibility policies and enforcement and to ensure we can track progress over time. We hope the audit resonates with our industry and we can all work towards creating a greater good together.\u201d<\/p>\n

Key findings of the audit included:<\/p>\n