The end goal of the project is to build a Responsible Media Index, which Finnish advertisers can use to measure the degree to which they are investing in media/platforms that are not doing enough to prevent the spread of misinformation in Finland. Data to create such an index does not yet exist in Finland, and therefore, this pre-study is needed to identify which data and resources are needed to build the index. The outcome would be a project plan for the final Responsible Media Index, including data costs, as well as the method to calculate scores per media house or platform, and how they would be calculated into scores per advertiser based on their media mix.
At the end of the project, the method, data, and cost of a Responsible Media Index will be ready, and decisions can be made as to the next steps.