Marketing Briefing: How brand safety has changed — even as Musk goes after GARM

There’s been a spotlight on brand safety this month. 

August kicked off with the X lawsuit against the Global Alliance for Responsible Media (GARM), the World Federation of Advertisers (WFA) and a few advertisers. That suit shattered GARM leaving the future of GARM’s suitability standards in flux. Elon Musk isn’t alone in going after the WFA anymore; it seems as others like News Corp and Rumble have also joined in with their own accusations against the WFA for allegedly blocking ad dollars from their companies.

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