Facebook introduces new brand safety certification for third parties

Facebook is addressing brand safety concerns with latest feature

Facebook has unveiled a brand safety certification for third-party marketing partners.

Marketing measurement company DoubleVerify (DV) and digital video analytics company OpenSlate are the first two members of the Facebook Marketing Partners (FPM) program to receive the certification.

To be certified in the brand safety capability, according to a Facebook spokesperson, the social media site evaluates a third-party's proprietary solutions that can help advertisers review content options and control where their ads appear. Facebook also considers factors such as global scalability and the ability to provide service in multiple languages.

"Our brand safety capability for Facebook Marketing Partners will help advertisers connect with trusted third parties like DoubleVerify and OpenSlate to apply their preferred controls to campaigns,” said Gene Alston, vice-president of partnerships at Facebook. “We know there's more we can do to address the varied brand safety preferences of our advertisers, and will continue enabling partners to build new solutions and meet those needs."

For DV, the certification will expand its brand safety offerings across Facebook’s in-stream video inventory, Instant Articles and Audience Network.

Dan Slivjanovski, DV chief marketing officer, told The Drum that the integration of Facebook’s automation API will reduce administrative burden for advertisers and limit opportunities for human error.

“Following certification and leveraging Facebook's API, we will have a deeper integration that lets us centralize and automate management and implementation of DV brand safety settings from within DV Pinnacle, DV's unified service and performance platform. Previously, block list implementation required periodic manual upload by advertisers.

“Now, DV clients will be able to sync their block lists once between DV Pinnacle and Facebook's platform; thereafter block lists will be dynamically updated in real time and implementation of these controls will be automatic,” said Slivjanovski

OpenSlate’s solution for Facebook has been in development for a year, according to an OpenSlate spokesperson, and specifically addresses brand safety for in-stream video.

According to a company statement, OpenSlate for Facebook aims to enable marketers to “visualize, optimize, and automate” content targeting decisions.

OpenSlate generates scores and ratings after assessing in-stream content where ads might play, and customers use the service to manage dynamic block lists.

A spokesperson from Facebook said FPM members must abide by the site's policies and continue offering relevant tools to remain the program, but would not disclose the details of the review process for current partners.

Facebook has had an up-and-down experience with brand safety. Last July, it earned the IAB Gold Standard for its work to address brand safety concerns, but just a month earlier 94% of advertisers said the issue was still a concern, with almost half saying Facebook wasn’t doing enough about it.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.