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Facebook Launches New Brand Safety Tools for Advertisers

author image Written by: Nicole McCormick           Categories - In The News

Facebook Gives Advertisers More Control in Light of Political Ad Controversy

In an effort to provide advertisers with more control over the content where their ads appear after facing criticism for its political ad policy, Facebook has announced that it will be launching a new set of brand safety tools. According to Facebook, these new tools have been designed to bring transparency and brand safety to the forefront, while:

  • Creating a safe and welcoming community
  • Maintaining a high-quality ecosystem of content, publishers, and ads
  • Collaborating proactively with industries

“The best way to contribute to brand safety is to prevent harmful content from ever appearing on our services in the first place,” said Facebook in a recent blog post. “We’ll never be perfect but we continue to make investments in technology and people to limit as much as we can.”

So, What Are These New Tools?

These new tools include:

Streamlining Access to Controls

Within Business Manager and Ads Manager, advertisers will now have the ability to create blocklists, access delivery reports, and set inventory filters at the account-level, rather than having to apply it to each campaign one at a time.

Improved Delivery Reports

The introduction of more robust reports allow advertisers to search by account ID or publisher without having to download it. In addition, Facebook will also soon be adding content-level information to the delivery report.

New Brand Safety Partner

Facebook has partnered up with contextual data company, Zefr, to help ensure the new brand safety tools and controls are able to serve its advertisers’ needs.

Dynamic Content Sets

Facebook is currently testing out in-stream placements that use a content-level white listing tool for advertisers working with partners Integral Ad Science, OpenSlate, and Zefr. This will allow brands to frequently update and adjust the videos made available to advertisers.

Publisher White Lists

Facebook is also in the process of testing out white lists for advertisers in the Audience Network with in-stream ads. This will allow advertisers to white-list certain publishers for ad placement. Facebook expects to roll out this particular tool more broadly by next year. Facebook brand safety tool Source: Social Media Today

Why This Is Important

Facebook recently generated controversy over its decision not to fact-check political ads along with the content and news sources being featured in a dedicated news section it is currently testing. These new brand safety tools are Facebook’s way of reassuring advertisers by providing them the opportunity to have more control over how, where, and in what publisher inventory their ads appear.

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

Massive Global Facebook Outage Affected Over 3.5 Billion People

10/05/2021

Yesterday was a pretty eventful day for influencers, social media managers, and casual social media users (or uneventful, depending on how you look at it). Yes, we’re talking about themassive global Facebook outage that saw Facebook-owned apps like Instagram, Messenger, and WhatsApp go down for over six hours.

For those living under a rock, the outage began around 11:40 AM eastern time on  October 4 and lasted until around 6:30 PM, affecting over 3.5 billion users worldwide.

It’s been reported that the outage caused significant damage to the social media giant, resulting in shares plummeting and costing founder Mark Zuckerberg an estimated $6 billion.

Besides platforms shutting down for several hours, some eagle-eyed observers also noticed that during the outage, the Facebook domain went up for sale. Considering the fact that Facebook and all its other platforms are now functioning as normal, it’s safe to say nobody was able to purchase the domain out from under them. However, it’d be pretty interesting to see how that situation would have played out.

So, what exactly caused such an unprecedented event? Facebook confirmed it was “configuration changes on the backbone routers that co-ordinate network traffic between our data centres caused issues that interrupted this communication” and had a “cascading effect… bringing our services to a halt.”

Facebook added that it is still trying to determine what exactly happened so it can “make our infrastructure more resilient,” but that there was “no evidence that user data was compromised.”

Once all platforms came back online yesterday evening, Mark Zuckerberg also issued an apology on his public Facebook page, posting:

“Sorry for the disruption today — I know how much you rely on our services to stay connected with the people you care about.”

Many have theorized that the outage was caused by something much bigger than just a glitch, and is related to former Facebook employee Frances Haugen’s upcoming testimony on Capitol Hill. Haugen is expected to testify today about allegations that the company “chooses profits over safety’

The Ripple Effect

Besides social media users being unable to post about their day-to-day lives or latest anti-vax theories, the outage had a massive effect on billions of people and businesses around the world.

Here’s one example: For over six hours, Twitter experienced a massive boost in popularity as Instagram and Facebook users flooded the platform in order to communicate with one another and find out more information about the outage. In fact, traffic was so unusually high that Twitter experienced its own small outage.

It’s also important to note that for some, this outage was merely an inconvenience that meant a day off from social media, but for small businesses and marketing professionals who rely on Facebook and Instagram to communicate with customers and market themselves, this outage was pretty devastating. Fortunately the outage was resolved in less than a day, and no significant damage was caused (with the exception of Facebook’s monetary loss and damaged reputation).

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Facebook shares report with content view insights

08/23/2021

Many marketers and businesses use Facebook to connect with potential customers, and that shouldn’t come as a surprise. After all, the platform has roughly 2.89 billion active users per month.

Those who use Facebook for the purposes mentioned above may be curious to know what the site’s users actually see – and now, there’s a report that offers that information.

Last week, Facebook published the ‘Widely Viewed Content Report’ as part of its Transparency Centre blog. The report offers insights to help readers understand what kind of content is more likely to appear in a user’s Facebook newsfeed.

“Transparency is an important part of everything we do at Facebook,” the company said in the report’s overview. “In this first quarterly report, our goal is to provide clarity around what people see in their Facebook News Feed, the different content types that appear in their Feed and the most-viewed domains, links, Pages and posts on the platform during the quarter.”

Specifically, the report includes views of public content in the U.S. between April 1, 2021 and June 30, 2021. It does not look at what users do outside of their newsfeed – say, on Facebook Marketplace or other areas.

Notable Findings

The report defines a ‘view’ as any instance where content appears on a user’s newsfeed – the user does not have to interact with the content in any way for a view to be counted.

The report shares that posts with no links are far more likely to be viewed than those with links. Specifically, 87.1% of posts viewed have no link.

One section in the report shows the top twenty web domains that are viewed on newsfeeds. Youtube ranked the highest, with Amazon, Unicef, GoFundMe, and Twitter following.

The report also includes lists of the most viewed web links, Facebook pages, and Facebook posts. Notably, almost all of the ten most viewed posts were posts that challenged readers to respond (i.e. “What is something you will never eat, no matter how hungry you get?”) The only exception is the sixth most viewed post: U.S. President Joe Biden’s post that reads, “100 days in—and America is getting back on track.”

Facebook plans to share similar reports in the future, with a possibility of this being a quarterly offering.

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