IPG media management unit Mediabrands accessed brand safety measures taken by major social networks including Facebook, YouTube, LinkedIn, TikTok and Pinterest.
California-based online video-sharing platform YouTube ranked highest in terms of brand-safety measures, according to The Media Responsibility Audit by Mediabrands. Moreover, misinformation continuous to remain a challenge among all platforms.
The audit also found that the enforcement reporting in most platforms are inconsistent and limited in scope. It also highlighted the need for social platforms to define expectations and metrics that will be included in future policy enforcement reporting.
Elijah Harris, global head of social at Mediabrand’s agency Reprise said the audit shows “there is work to be done across all platforms from a media responsibility perspective…” The company said that audit will be updated quarterly and can serve as a tool to hold platforms accountable.
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