FTC pushes ad agencies into dropping brand safety rules

The FTC and eight states announced a settlement requiring major ad agencies (WPP, Publicis, Dentsu) to stop coordinating on brand safety rules that collectively avoid certain platforms. The settlement addresses antitrust violations through organizations like GARM (Global Alliance for Responsible Media) that used content moderation ratings to disfavor sites deemed to contain misinformation. The agencies are now prohibited from future agreements limiting ad placements based on publishers' political or social commentary content.