The short version

Joshua Lowcock predicted on January 10, 2025: “There will be a re-evaluation of what constitutes responsible media investment. Marketers will need to adapt to new norms and guidelines to ensure their investments are ethical and effective in an ever-changing landscape.” Verdict: Called it. The period saw growing prominence of industry initiatives around 'responsible media,' expanding definitions of brand safety to…

Prediction by

Joshua Lowcock

On January 10, 2025

“There will be a re-evaluation of what constitutes responsible media investment. Marketers will need to adapt to new norms and guidelines to ensure their investments are ethical and effective in an ever-changing landscape.”

Follow-up

The period saw growing prominence of industry initiatives around 'responsible media,' expanding definitions of brand safety to include misinformation, sustainability, and DEI. Marketers adapted by incorporating these criteria into media plans and using more sophisticated verification tools.

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