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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.

Facebook Removes Support For Podcasts

05/03/2022

Facebook is ditching podcasts and plans to stop offering them from June 3.

The social-media giant will no longer allow users to add podcasts to the service as of this week but plans to remove them altogether starting June. Both its short-form audio product Soundbites and the central audio hub will be discontinued, Bloomberg reports.

These options were first introduced last April, as part of Facebook’s broader effort to promote social audio. That’s when Meta presented a range of upcoming podcast options: on-page display tools and direct connection options. Both were supposed to let Facebook users listen to podcasts from within the app without leaving it. In June, Meta launched its podcast support tools, with several launch partners.

Now, not even a year later, Facebook is shifting its focus to other initiatives.

We’re constantly evaluating the features we offer so we can focus on the most meaningful experiences – a Meta spokesperson said in an email sent to Bloomberg. The person allegedly added that they don’t have a specific date on when Soundbites and the audio hub would shut down but it will be in the “coming weeks.”

Facebook will also cut the site’s Soundbites and Audio hubs and integrate its Live Audio Rooms feature into its broader Facebook Live suite. They also said they will not warn users of this, but will rather let creators break the news how they see fit.

Why the change? Probably because they need to save some money:

After the start of COVID, the acceleration of e-commerce led to outsized revenue growth, but we’re now seeing that trend back off. However, based on the strong revenue growth we saw in 2021, we kicked off several 2 multi-year projects to accelerate some of our longer-term investments, especially in our AI infrastructure, business platform, and Reality Labs. These investments are going to be important for our success and growth over time so I continue to believe we should see them through. But with our current business growth levels, we’re now planning to slow the pace of some of our investments.

This might not be a big deal and some significant news for everyone, but as Andrew Hutchinson from Social Media Today noticed, it shows how Facebook’s focus can easily shift and ‘betray’ the creators that use the platform. What does that mean for future Meta visitors and builders?

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Facebook Launches New Novi Pilot

12/14/2021

Earlier this week, Meta launched a new trial version of the Novi digital wallet – this time, for use via the Whatsapp mobile app. Users in USA and Guatemala can now send and receive money right in their WhatsApp mobile app.

You might be wondering what the Novi app even is. Well, remember when Facebook announced the rebranding, the Metaverse, and how it will touch every product they build? It turns out this could be a part of it all.

Novi is a digital wallet that should enable people to send and receive money internationally without leaving their homes. There are no fees, and the process doesn’t last long. It uses blockchain technology and a digital currency called USDP – a cryptocurrency of Paxos – a coin that uses the Etherium blockchain technology and is attached to the U.S. dollar. So, 1 USDP = 1 USD.

According to Facebook, or Meta, if you will, Novi has been developed to enable fee-free, cross-country money transfers. If you decide to sign up, you will need a valid government ID and a video selfie. Then, you can add money to the account using your debit card and your contact list.

Things you should know

Novi is officially a regulated financial company from Facebook, but also has built-in protection against fraud and constant monitoring for suspicious activity. Yet, some regulators are hesitant to give Facebook more power and influence, especially considering the amount of user data they have access to.

For them, it seems that adding payment options is a step too far. That’s why Novi acts independently from Meta and wants to distance itself as much as possible, to maximize acceptance. Using Novi on Whatsapp won’t change Whatsapp’s privacy settings and should be completely safe, according to Facebook.

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