IPG Mediabrands Steps Up Misinformation Guardrails
April. 17, 2024 | By Joe Mandese - MediaPost
IPG Mediabrands this morning unveiled plans to step up its efforts to safeguard clients from the negative impact of misinformation in media -- especially on social media -- prioritizing political, climate, healthcare, AI-generated and brand-specific content.
The initiative, which is being announced along with a new spate of research revealing how consumers feel about brand advertising in misinformation environments (see related story), includes an expansion of an ongoing research relationship between IPG Mediabrand's Magna and brand content safety platform Zefr, as well as new technology developed by IPG Mediabrands' Kinesso unit.