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. 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.