The Global Alliance for Responsible Media (GARM) has, beginning in the summer of 2019, provided a framework for a common set of definitions around brand safety and suitability. Leveraging this framework is designed to “lead to the removal of harmful content from advertiser-supported social media,” to cite the World Federation of Advertisers, who founded the initiative. This 101 will cover:

  • The rationale for using GARM-oriented decisioning, and how the framework has evolved
  • The distinctions and difficulties involved in applying it to the walled gardens that host much of the social content for which it was originated
  • The changing nature of measurement in said platforms


  • Jon Berke, SVP Platform Development, Zefr