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GARM Brand Suitability

Brand suitability framework

Niels Baarsma avatar
Written by Niels Baarsma
Updated over a week ago

GARM framework support is currently in Beta testing on the Rayn Content API.

In 2019, the Global Alliance for Responsible Media, GARM, released the brand safety and suitability standard. This standard, spreads out 11 categories of content against 4 risk levels (low, medium, high, and floor) and was created to allow brands to have a clear and concise vocabulary to define their particular brand suitability needs. IAB Tech Lab used this framework to evolve their content taxonomy to accommodate the GARM standards.

The Brand Safety Floor + Suitability Framework is intended to provide the following:

  1. A common understanding of what harmful and sensitive content is via content categories;

  2. A common understanding of where ads should not appear, as expressed in a Brand Safety Floor;

  3. A common way of delineating different risk levels for sensitive content, as expressed in a Brand Suitability Framework.

Rayn Content API can return the GARM Risk levels for sensitive categories as a separate taxonomy.

For more details on the GARM framework:

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