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Facebook hands advertisers more granular brand safety tools

The Drum 14 Sep 2020 02:00
Facebook hands brands more granular safety tools

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.

  • 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

  • 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.

  • 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

  • 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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