GARM’s legacy in flux as sustainability standards forge ahead amid uncertainty

GARM may be gone, but its legacy is in flux.

Specifically, the staying power of the Global Media Sustainability Framework (GMSF) that GARM unveiled earlier this summer. 

After more than a year in development, the standards for measuring ad carbon emissions were unveiled by GARM and Ad Net Zero at Cannes. These standards were more of a preliminary draft than a finished product, but both organizations committed to refining and finalizing them. With GARM’s dissolution last week following Elon Musk’s lawsuit, Ad Net Zero has now taken full charge of advancing these standards. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.