Barometer, a contextual AI engine and Audiohook, an independent ad platform, have launched a brand suitability framework for audio advertising with the objective of bringing clarity and consistency to brand standards in podcasting.
The framework enhances and expands upon the existing GARM categories, ensuring transparency and accuracy in risk assessment. The Global Alliance for Responsible Media (GARM) originally created the industry-standard definitions, but these were primarily designed for visual, user-generated content, not premium audio, leading to inconsistent interpretation across different vendors.
Designed in collaboration with industry leaders and refined over many years, these definitions are purpose built for audio, moving beyond the limitations of definitions created for visual short form user-generated content. Furthermore, through advertiser feedback, the partners have expanded the categories to also include non-GARM defined segments such as Natural Disasters, Gambling, Occult and more. This makes it possible to more finely pinpoint brands’ specific requirements, resulting in including more inventory and excluding less.
This approach empowers buyers to confidently address brand safety and suitability concerns more efficiently, facilitating responsible investment growth in audio advertising. The goal is to make it possible for advertisers to benefit from podcast advertising while still enforcing their brand standards in the way they have come to expect.
