Pixability has announced that it has become a member of the Global Alliance for Responsible Media (GARM), an initiative of the World Federation of Advertisers (WFA). Pixability will help create contextual, brand safety and suitability guidelines for the ad industry, building on an existing collaboration to educate the market and create more transparency about harmful content.

Pixability is among a small group of adtech providers invited to join GARM. Last Fall, GARM and Pixability released a study focused on brand safety and suitability on YouTube.

GARM is a cross-industry initiative of advertisers, agencies, media companies, platforms and adtech providers. It is charged with forging shared priorities in the digital media industry to remove harmful content from ad-supported social media, creating a safer environment for brands and consumers.

Earlier this month Pixability announced a data partnership with IRIS.TV to extend brand suitability and targeting from YouTube and YouTube CTV to include other IRIS-enabled CTV platforms. Pixability’s advertising clients can target viewers based on GARM brand suitability profiles while understanding context at the video level.