Commentary

Facebook Bolsters Brand Safety Features

Amid ongoing concerns over Facebook’s content standards, the tech titan is taking additional measures to make brands feel safe on its platform.

In Business Manager or Ads Manager, brands can now create block lists, review delivery reports, and set an account-level inventory filter, which can potentially span multiple campaigns.

Among select advertisers, Facebook is also beginning to test publisher “white lists” for Audience Network and in-stream ads.

If all goes well, the company said it expects to expand the test more broadly, next year.

For the effort, Facebook is adding Zefr to its list of brand safety partners, which already includes DoubleVerify, Integral Ad Science, and OpenSlate.

Facebook is also trying to make it easier for brands to obtain ad delivery reports, by letting them search by account ID or publisher rather than downloading them.

In the near future, Facebook also plans to add content level information to delivery report.

advertisement

advertisement

Additionally, the social giant aims to offer dynamic content sets, which provide a content-level white listing tool for advertisers working with Integral Ad Science, OpenSlate, and Zefr.

The initial test for in-stream placements lets ad partners regularly update and adjust available videos based on those that best suit their brand.

Facebook and other social networks have always struggled to police their content, and convince advertisers their brands won’t appear alongside offensive or otherwise inappropriate fare.

More recently, Facebook has run up against criticism from inside and outside of the company over its policy of not policing the claims of political candidates, elected officials and their political campaigns.

Yet, such issues don’t appear to be impacting Facebook’s bottom line.

Facebook recently reported a 29% year-over-year increase in revenue, which didn’t surprise eMarketer principal analyst Debra Aho Williamson.

“Advertisers continue to support Facebook, despite the many controversies swirling around the company, and the user base also continues to expand around the world.”
Next story loading loading..