Advertising

Facebook hands advertisers more granular brand safety tools

By John Glenday | Reporter

Meta

|

brand safety article

September 14, 2020 | 4 min read

Facebook has updated its brand safety tools to give advertisers more granular control over where their content appears.

Expanded controls include an exclusionary tool that allows for content-level suitability on video.

What has Facebook changed?

  • New controls come as an estimated 1.25bn people visit Facebook Watch each month.

    Facebook

    Facebook hands brands more granular safety tools

  • The social network will provide suitability tools to hand advertisers greater control over where their ads appear.

  • This includes the ability to be excluded from specific topics such as news, politics, gaming, and religious content by harnessing machine learning technology.

  • A white list of approved publishers will allow brands to select channels that meet their specific suitability criteria, reaching content originating from these providers only.

  • In the US, In-Stream Reserve will test content delivery reports with select advertisers over the coming weeks

  • This will provide brands with an additional layer of visibility into the video assets carrying their ads, on top of publisher data which they already have access to

Anything else?

  • Facebook has flagged collaborations with industry groups like Jicwebs and the Trustworthy Accountability Group (TAG) to provide independent audits and certification

  • That process has seen the network gain a global TAG certification with Facebook Instagram and Audience Network all listed under the Jicwebs Digital Trading Standards Group

  • “Brand safety is a cross-industry challenge that impacts every company in digital advertising...,” said Mike Zaneis, TAG chief executive.

    The latest marketing news and insights straight to your inbox.

    Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

    Sign up
  • Facebook has also been working with the Global Alliance for Responsible Media (GARM) to align standards and definitions while improving education, tools and systems

  • That process has seen the social media giant align with GARM on the definitions of 11 categories including hate speech and acts of aggression

Why now?

  • Today's move follows on from a boycott and increased scrutiny over Facebook's approach to responsible media

  • This saw more than 1,000 businesses sign up to the Stop Hate for Profit campaign which called for changes to the platform's content moderation policies.

Advertising

Content created with:

Our products empower more than 3 billion people around the world to share ideas, offer support and make a difference.

Find out more

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +