The short version

Brian O'Kelley predicted on January 23, 2023: “"We need to align these frameworks in the next six to nine months - no later than the end of 2023 - so we can incorporate them into the fabric of the industry and start driving substantial reduction. ... I believe there is a clear pathway to aligning on a single framework in…

Prediction by

Brian O'Kelley

On January 23, 2023

“"We need to align these frameworks in the next six to nine months - no later than the end of 2023 - so we can incorporate them into the fabric of the industry and start driving substantial reduction. ... I believe there is a clear pathway to aligning on a single framework in this timeframe."”

Follow-up

No single framework arrived by the end of 2023 - or since. GARM and Ad Net Zero's Global Media Sustainability Framework only appeared as a draft at Cannes in June 2024, and GARM itself was dissolved two months later after the X lawsuit, leaving stewardship with Ad Net Zero and the landscape still fragmented (Digiday, August 2024).

From the High Caliber AI network — see the AI for PR module in the course.