We have a sudden blizzard of responsible advertising news today, Dear Reader. Must be the holiday spirit. For starters, privacy vendor OneTrust has purchased Planently, which helps companies to calculate, reduce, and report on their carbon impact.  Before you snort “humbug” take a look at surveys from Dentsu and Volta  which both find that consumers really care about the environment impact of companies they do business with.

If you’re struggling to make sense of all this, MMA Global just released a brand safety and suitability guide which is designed to help. You might also check out this DoubleVerify survey that shows publishers see brand safety and contextual targeting as high-priority ad sales tools.

It’s tough to get brand safety right, but the industry keeps trying.  IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM).  Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.