GroupM, the media investment arm of agency holding company WPP Group, is drawing on five key principles as it makes spending decisions that benefit its clients and support trustworthy, safe and diverse content providers.

Why it matters

Marketers are taking an increasingly conscientious approach to their advertising spend, in reflection of the changing views of consumers, as well as the manifold issues that plague the media ecosystem, from brand safety worries to privacy concerns.

GroupM’s five principles

1. Diversity and inclusion: Supporting outlets with, for example, Black and Hispanic owners is vital to fueling diversity in the media, and...