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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 Introduces Community Chats

09/16/2022

Facebook launched a new feature for Messenger and Facebook groups called Community Chats, Metas CEO, Mark Zuckerberg, announced via a Facebook post.  The goal is to expand the chat experience to more Facebook Groups, so the feature allows you to browse chats organized by announcements, topics, events and more. That way, you can connect with your group members on a deeper level, not just via comments and posts.

The new Community Chats, previewed earlier this year as “Community chat channels,” also resemble social collaboration platforms like Slack, Teams, and Zoom’s upcoming Team Chat. Yes, Meta finding inspiration from other apps isn’t exactly news. However, the social media mogul is still unsuccessfully trying to replicate TikTok with its Instagram Reels.

Read More: Is Facebook The Boomers’ App?

Still, the chats seem to have some cool features, it doesn’t stop at texting. They offer support for audio channels as well, including up to 30 members. People can also turn on their cameras and present.

A new feature will begin testing in the “coming weeks”. Facebook will test a feature called Community Chat within Messenger, which will allow you to create a Facebook group for your casual group chat. Not all groups can access Chats now since the feature is currently only available for certain channels, but Meta says more groups will have the feature soon.

How Does It Work?

It’s on the group admins to choose from several options to help their community connect. The admins can start chats around specific topics, event chats for outings or meetups, broadcast chats for admins to announce group-wide updates or admin-only chats for collaboration with other admins. They can also create audio channels and allow group members to share live commentary.

Once in the audio channel, participants can also enable video. An example Facebook gave involves a chemistry class group. Admins of the group can create audio channels for study groups for chemistry students during finals season, and participants can turn on video for live tutoring during finals.

Read More: How to use Community Chats in Your Group

Admins also got a suite of tools that will help them manage both chat and audio experiences: blocking, muting or suspending group members, and removing members or messages, as well as Admin Assist. The latter allows admins to s

Administrators will be able to use a variety of tools to keep their communities well-maintained, including auto-moderation features that can boot members who post illegal content. They can set custom criteria that will automatically suspend users and remove reported messages, or even stop some violating videos from being sent.

So, Why Is This Beneficial?

You can start a conversation in Groups by posting and commenting, but Community Chats offers a much more effective way. Instead of waiting for comments to accumulate under a post, you can dive right into the topic right then and there and receive real-time responses from your group members.

Read More: Facebook’s Home Tab Will Be A Discovery Engine
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Facebook Launches New NFT Display Options

07/05/2022

The NFT hype is not going away anytime soon, and Meta is here to prove it. After launching NFT support on Instagram in May, Meta is launching digital collectibles support on Facebook, too. Just recently, Meta Product Manager Navdeep Singh tweeted about the launch of the new NFT display options on Facebook.

According to the screenshots he published, users can post NFTs on their timelines.  Just like within Instagram, you will be able to see the owner of the artwork, the artist behind it and a brief description of the piece.

Read More: Instagram Introduces Digital Collectibles
Photo Source: Twitter.com

How Will It Work?

Users will now be able to create custom NFT posts with a ‘Digital Collectible’ tag, and profiles will have a new section where they can show off their NFT art. Meta said that posting and sharing a digital collectible will be free of charge. However, converting digital collectible posts into ads is not allowed – yet.

The new feature is not available for all users. As was the case with Instagram in May, Facebook is starting the feature by offering it to a select group of creators in the US with a plan to expand to other regions.

Read More: Facebook’s Home Tab WIll Be A Discovery Engine

Security

Facebook will offer support for Ethereum, Polygon, and all major exchanges by using the NFT details on the public blockchain. Also, NFT owners will be able to confirm their ownership by connecting their Rainbow, Trust Wallet, and MetaMask accounts.

The company also says it’s aware of the sustainability concerns connected to NFTs. To handle that, they’ve purchased renewable energy that should reduce the emissions impact associated with digital collectibles, TechCrunch reports.

Read More: Meta Introducing New Monetization Tools For Creators

Even though the NFT sales are in a 92% decline, Meta still sees the potential of the NFT market, especially when it comes to the future of metaverse and the representation of social status it comes with.

As Social Media Today noted, it seems like Meta wants to facilitate the sale of virtual items in its apps which is why it’s experimenting so much with an NFT marketplace.

Take a look at a Twitter discussion:

Read More: Facebook Introduces Community Chats
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