In today’s Digest, we cover Meta pulling out of the MRC audit and forfeiting its brand safety seal, Havas eyeing Dentsu’s global assets, and TikTok’s algorithm licensing sparking concern in the US.

Meta forfeits its brand safety seal

Meta has lost its brand safety accreditation from the Media Rating Council (MRC), less than four months after the certification was first granted. The move, confirmed by industry sources, comes amid a strategic pivot toward third-party validation for brand safety on its platforms.

In June, The MRC awarded Meta its first-ever content-level brand safety accreditation for both Facebook and Instagram feeds, an endorsement that signaled to advertisers that these platforms met rigorous standards for safe ad placement. However, by opting out of the MRC’s ongoing audit process, Meta has effectively forfeited its accreditation.

According to Arielle Garcia, COO of watchdog group Check My Ads,“It is not at all surprising that they would no longer feel the need pursue brand safety accreditation – they likely see it as an unnecessary expense, and perhaps as a liability, given their evolving posture and policies relating to brand safety and content on its platforms.” 

Despite the withdrawal, Meta insists it remains committed to advertiser transparency. 

Havas eyes Dentsu’s global assets

Havas has expressed openness to exploring a potential partnership or partial acquisition of Dentsu’s international assets, though it ruled out a full takeover due to the scale of the agency group. Speaking during Havas’ third-quarter earnings call, CFO and COO François Laroze acknowledged Dentsu’s global reach and robust network, calling it “a very strong and big asset,” but confirmed that no formal discussions had taken place. 

Laroze emphasised that Havas is not positioned to acquire Dentsu’s entire international network due to financial constraints, but remains flexible and willing to consider selective partnerships or asset purchases. “We do not intend to study the network as a whole,” he said, “but could be interested in part of it or in a partnership with some of the agencies of the network.”

Industry observers, including analysts at Madison & Wall, interpreted Laroze’s comments as a signal of Havas’ openness to collaborative arrangements. Meanwhile, Dentsu declined to respond directly, referring instead to its earlier statement about exploring strategic alternatives to enhance corporate value. 

TikTok algorithm licensing sparks US concern

Concerns are mounting in Washington over a proposed licensing arrangement that would allow continued use of TikTok’s algorithm under new US ownership. Representative John Moolenaar, chair of the House Select Committee on China, claimed that any deal permitting China-based ByteDance to retain influence over the algorithm could pose a national security risk. 

Moolenaar expressed skepticism about the feasibility of reprogramming the algorithm, citing expert uncertainty about its inner workings. He stressed the need for a completely new system to ensure independence from Chinese control. 

TikTok has not issued a comment on the matter.