1、JANUARY 2024THE RISE OF RESPONSIBLE MEDIAHow the interconnectivity of parents,advertisers,and publishers can promote a safer and more inclusive internetTHE RISE OF RESPONSIBLE MEDIA|EXECUTIVE SUMMARYINTRODUCTIONPARENTS ON RESPONSIBLE MEDIAADVERTISERS:RESPONSIBILITY BEYOND KEYWORDSPUBLISHERS ROLE IN

2、RESPONSIBLE MEDIARESPONSIBLE MEDIA BEST PRACTICESCONCLUSION356TABLE OF CONTENTS212172022THE RISE OF RESPONSIBLE MEDIA|3EXECUTIVE SUMMARY*Does not include social media platforms.All of these factors combined make navigating the current digital media landscape more complex than ever before.With that c

3、omplexity,marketers are struggling to figure out what sort of strategy they should have around responsible media,which refers to content that is trustworthy,accurate,and prioritizes diverse and inclusive reporting.Without a thoughtful approach to responsible media,marketers remain vulnerable to bran

4、d risk and less effective media spend.To understand how the entire digital ecosystem can promote responsible media to protect consumers,Integral Ad Science(IAS)conducted three key studies.We surveyed 1,500 parents,partnered with advertisers and MAGNA Media Trials for a consumer study,and gathered qu

5、alitative feedback from publishers.*Our findings from these pieces of research indicate that responsible media lies at the intersection of parent,advertiser,and publishers needs and goals.Continued on next slidePARENTS want to promote healthy media consumption for their families.ADVERTISERS want to

6、promote their brand while sponsoring content that is safe and suitable for consumers.PUBLISHERS want to create demand for advertisers in a way that is also good for the well-being of their audience.People are consuming digital media at increasingly higher rates,and parents in particular face the dau