Facebook enhances its brand safety tools after advertiser’s pressure

Facebook enhances its brand safety tools after advertiser’s pressure

Facebook has launched a new inventory filter for advertisers that will provide them a detailed breakdown of "where their ads may appear when it comes to contextual ad placements like Audience Network, in-stream video and Instant Articles".

According to the social media company, the initiative will give advertisers more control and enhance brand awareness "across different forms of media".

The inventory will be categorized into three parts: Limited, Standard, and Full. Each of the options will give advertisers different levels of protection. For example, if they choose to go with limited inventory, their ads will be fully protected against several illicit practices including inappropriate language, tragedy and gambling categories. On the other hand, the 'Standard' will offer moderate protection and 'Full' offers minimal protection, where "ads may be delivered to all eligible content". 

A representative of the company has revealed that the feature will be rolled out in the coming weeks and initial testing for the same has been proven ‘positive.’

"Half of our over 30,000-person safety and security team reviews more than two million pieces of content each day, and over 95 percent of content that we remove across fake accounts, spam, terrorist propaganda, adult nudity and violent content is detected by our AI systems before anyone reports it to us.", announced Facebook business team in a blog post.
Advertisers have been pushing Facebook to improve its brand safety standards for some time now. The social media giant again came under scrutiny last month after the New Zealand Christchurch mosque shooting was broadcasted live from its platform. 

After the incident, the World Federation Advertisers (WFA) started pressurizing the social media platforms to enhance their inquiry over the content that is placed within their walls. The trade body also called on to their clients and asked them to consider where they place their advertisement. 


For Facebook’s part, the company has been collaborating with several platforms including the Double Verify, Integral Ad Science, IAB, and 4As to improve brand safety. The social media giant also introduced the brand safety certification for third parties in January.

The companies advertising chief David Fischer also claims that Facebook is expanding its efforts towards safety and security with hope to continue the same initiative further.


Image: AP Photo / Marcio Jose Sanchez

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