Facebook hands advertisers more granular brand safety tools

By John Glenday | Reporter



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 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.

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  • 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.


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