The dissolution of the Global Alliance for Responsible Media (GARM) has left a void in the advertising industry, but its legacy is far from forgotten. With the unveiling of standards for measuring ad carbon emissions at Cannes by GARM and Ad Net Zero, the industry took a step towards greater sustainability. However, with GARM’s closure following Elon Musk’s lawsuit, the future of these standards is now in flux.
Ad Net Zero has stepped up to take charge of advancing the framework for measuring ad carbon emissions, backed by a coalition of stakeholders including Scope 3 and IAB Europe. While details of the ongoing work are not fully disclosed, it is evident that there is a concerted effort to refine and finalize the standards set by GARM.
The recent meeting organized by IAB Europe’s working group reaffirmed their commitment to developing tools for estimating greenhouse gas emissions from digital advertising campaigns. Dimitris Beis, a sustainability manager at IAB Europe, emphasized their dedication to collaborating with Ad Net Zero on the framework’s development and implementing it across the supply chain.
The industry’s response to GARM’s closure has been one of resilience and determination. Gabi Kay, representing Scope3, highlighted the energy and commitment of those involved in the development of the Global Media Sustainability Framework (GMSF). The continuity of these efforts reflects a shared goal among industry players to drive sustainability forward.
While the exact configuration of the new framework remains to be seen, it is likely that the same entities involved in its development will continue to play a key role. The commitment and dedication of these stakeholders ensure that progress will not be derailed by GARM’s dissolution.
The future of GARM’s work beyond the framework for measuring ad carbon emissions is uncertain. Some question the need for a direct replacement, suggesting that a re-evaluation of industry standards may be necessary. Jo Kinsella of XR Extreme Reach emphasized the importance of transparency and collaboration in upholding standards for brand safety and responsible media practices.
The debate surrounding GARM’s collapse raises questions about the industry’s commitment to reducing carbon emissions and ensuring brand safety. Sarah Aird-Mash of Adludio advocates for a movement that can be easily adopted by startups and smaller businesses, emphasizing the need for accountability in advertising practices.
While some believe that GARM had run its course and its discontinuation will not significantly impact the industry, others stress the importance of a unified framework for accountability in advertising. The controversies surrounding GARM’s influence and the voluntary nature of its standards have sparked a reevaluation of its role in the industry.
In conclusion, the legacy of GARM may be in flux, but the industry’s commitment to sustainability and responsible advertising practices remains steadfast. The closure of GARM presents an opportunity for reflection and reevaluation, with the goal of creating a more transparent and accountable advertising ecosystem.