Advertisers and digital media companies form a new Global Alliance for Responsible Media

In this context, that means safety for brand marketers, who want to ensure that their ads aren't running alongside hateful, misleading or otherwise controversial content. For example, a number of advertisers reportedly suspended their work with YouTube earlier this year over concerns that the platform's algorithm was directing viewers to exploitative clips of children. What the Global Alliance for Responsible Media will actually do remains vague, at least judging from today's announcement, which was made at this week's Cannes Lions event for advertisers.