YouTube came out on top in a look at media responsibility across leading social media platforms. IPG Mediabrands, the media planning and buying agency group within the Interpublic Group holding company, released its first media responsibility report — a comparison of the content policies and practices of top social media platforms. Facebook came in fifth and TikTok rounded out the bottom of the nine platforms evaluated, according to the Wall Street Journal.
“It’s important to have an objective assessment and not simply allow the news cycle to dictate how we vet these partners,” Elijah Harris, global head of social at Mediabrands agency Reprise, which led the effort. The report will not just be an evaluation of Facebook, which more than 1,000 advertisers boycotted in July in frustration over the spread of misinformation on the platform. IPG Mediabrands said it will issue the reports quarterly. The report also laid out key findings of the research, including an “urgent need for third-party verification” and the need for consistency in policies and enforcement.
Why we care. The Facebook boycott may be over — and civil rights groups may have few concessions to show for it — but brand safety is going to continue to be a priority issue for marketers. This report indicates a focus on providing an objective that brands and media buyers can use to inform their campaign plans.