Media agency IPG Mediabrands updated its Media Responsibility Index (MRI), which aims to grade advertising channels based on their level of brand safety, inclusivity, sustainability and data ethics.
The latest version assesses 150 outlets across 150 platforms, including traditional broadcast and cable, connected TV and over-the-top, digital video and display. Originally, MRI was designed to review social media platforms.
Advertising environments are under the microscope as brands pursue ESG commitments and consumers become more critical of where brands choose to advertise. A Mediabrands survey found that one-quarter of clients adjusted their media mix based on MRI findings, and 90% said they were interested in finding new methods to assess media value beyond price efficiency alone.
“We developed our first media responsibility index in 2020 to determine exact protocols of the major…
