{"id":430759,"date":"2021-02-08T10:15:29","date_gmt":"2021-02-08T15:15:29","guid":{"rendered":"http:\/\/www.marketnewsdesk.com\/?p=430759"},"modified":"2021-02-08T10:15:29","modified_gmt":"2021-02-08T15:15:29","slug":"ipg-mediabrands-latest-media-responsibility-index-proves-top-platforms-have-responded-favorably-to-networks-media-responsibility-push","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/ipg-mediabrands-latest-media-responsibility-index-proves-top-platforms-have-responded-favorably-to-networks-media-responsibility-push\/","title":{"rendered":"IPG Mediabrands\u2019 Latest Media Responsibility Index Proves Top Platforms Have Responded Favorably to Network\u2019s Media Responsibility Push"},"content":{"rendered":"

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IPG Mediabrands\u2019 Latest Media Responsibility Index Proves Top Platforms Have Responded Favorably to Network\u2019s Media Responsibility Push<\/b><\/p>\n

\nMedia Responsibility Principles Officially Adopted by the 4As and Media Responsibility Index Endorsed by the Global Alliance for Responsible Media (GARM), Continuing the Initiative\u2019s Success\n<\/p>\n

NEW YORK–(BUSINESS WIRE<\/a>)–
\nIPG Mediabrands today released its latest Media Responsibility Index, a quantitative report that strives to raise industry standards around brand safety and media responsibility in advertising. This latest Index, led by Mediabrands agency Reprise and based on a 2H 2020 assessment, found that top social platforms\u2019 adherence to media responsibility has improved significantly across nearly all 10 Media Responsibility Principles (MRPs), with platforms delivering an average lift of 11 percentage points across the assessment. The largest increases were seen in the agency network\u2019s Promote Respect and Accountability principles, as well as many platforms improving their efforts to reduce Hate Speech and Misinformation\/Disinformation. As further confirmation of the need for a common set of standards, the Mediabrands MRPs have officially been adopted by the 4As and the Index has been endorsed by the Global Alliance for Responsible Media (GARM), the leading global industry body on media responsibility governance.\n<\/p>\n

This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20210208005547\/en\/<\/a><\/p>\n

\n\u201cWe created the Media Responsibility Index with the belief that social platforms would welcome our Index as a helpful tool, rather than being perceived as another ranking. This current Index shows that the platforms heard our call to action and moved swiftly to work together to be better and contribute to a more positive future for advertising and our world,\u201d said Elijah Harris, Global Head of Social, Mediabrands\u2019 agency Reprise. \u201cAs an agency partner to both platforms and brands, we have a unique opportunity to provide data and insights that empower the larger industry to look out for one another when it comes to the communities a brand serves and the content they see.\u201d\n<\/p>\n

\nThis latest iteration of the Media Responsibility Index comes on the heels of the 1H 2020 Media Responsibility assessment that was issued last August, as a first-of-its-kind assessment on Media Responsibility in the advertising industry. The platforms invited to participate \u2013 Facebook, Instagram, Pinterest, Reddit, Snapchat, TikTok, Twitch, Twitter and YouTube \u2013 encompass the majority of users globally who are active in a social media community. Each platform was scored against key dimensions that provide deeper contextual insights across MRP reporting, and the insights were gathered throughout Q3 2020. And, the current Media Responsibility Index reveals that these platforms are seeing the need to improve their media responsibility efforts in order to protect the communities they serve, as well as take accountability for their actions.\n<\/p>\n

\nOur Media Responsibility Principles are designed to be a guiding way forward for the industry. In light of ongoing broader conversations around social media and its role in society, it is encouraging that the latest Index indicates improvements by Reddit, Snap, TikTok, Twitch and YouTube against the Promote Respect principle, as well as movement by Facebook, Instagram, Pinterest and Twitter on the principle of No Mis\/Disinformation.\n<\/p>\n

\nKey findings of the Media Responsibility Index include:\n<\/p>\n