Rhymes With Harm (and Opportunity)

Do no GARM.

Written by Brook Schaaf

Dear reader, 

Although you are likely a marketing professional, my guess is that you have never heard of GARM, the Global Alliance for Responsible Media. GARM was launched in 2019 as a “flagship project of the World Economic Forum” to “address the challenge of harmful content on digital media platforms and its monetization via advertising.”

Advertisers ostensibly heed GARM’s guidelines to avoid association with mis- and disinformation to ensure brand safety. Critics allege that it functions as a “shadowy ad cartel” that punishes political opponents. In a statement reminiscent of his conflict with Media Matters, Elon Musk threatened suit against the organization.

Last week the House Judiciary Committee released a report alleging that GARM “participated in boycotts and coordinated action to demonetize platforms, podcasts, news outlets, and other content that GARM and its members deem disfavored.” The press release cited the post-acquisition Twitter boycott and attempted censorship of Joe Rogan as evidence. Right-wing political pundit Ben Shapiro testified before the committee. 

But this issue transcends the left vs. right divide. Consider that those in the programmatic advertising space all along and off the political spectrum continually bewail the consequences of black/block/disallow lists that starve articles of revenue, e.g., those related to sex, COVID, Black Lives Matter, violence, etc. Many cited brand safety as a reason left-wing feminist website Jezebel was forced to shut down: “Companies may shy away from buying ads against some news topics.” Then there is The Trade Desk’s short “Premium” internet list, which might leave the vast majority of open websites out in the cold.

You may now be wondering, however this issue is regarded or resolved, what does it have to do with affiliate marketing? I consider this to be an opportunity for our channel. If display ads have any value at all (and surely they must), these many properties should hedge their bets with affiliate monetization, which can provide lucrative, secure, commercial partnerships with a strong affinity for any readership. 

We have a potential advantage here. How do we press it to reach this world? To paraphrase Jeff Bezos, “Your politics is my opportunity.”