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Brand safety: X sues, while new partnership helps

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Brand safety: X sues, while new partnership helps
  • X is suing brand safety alliance GARM for what it calls “a massive advertiser boycott” against the company. Companies using the GARM framework categorise material to ensure advertisers can choose the content they advertise in, including podcasts. “No small group of people should be able to monopolise what gets monetised”, said X Corp’s CEO, Linda Yaccarino on a video.
  • Data that Podnews published a year ago suggested that some brand safety tools incorrectly categorise Black-hosted podcasts as risky, because of a lack of nuance and cultural understanding. Today, Barometer and DCP have partnered to create the Black Podcast Coalition - a collective of influential Black networks and shows. Shows will be tracked and certified for brand safety. The group suggests that these shows “are actually more suitable and less potentially risky than the average show in the Edison top 50.”
  • A major podcast hosting company has lost its CEO, and has sold part of its business to someone else, we’ve heard from multiple sources. We contacted those involved: they have not responded. Guess we’d best not say who it is yet, then, until we’ve a little more confirmation...

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