Facebook has announced a new set of brand safety tools which will enable businesses to better control where their ads appear across Facebook's various ad delivery networks.
The issue of brand placement came to the fore back in 2017 when YouTube lost millions of dollars in revenue after major brands pulled their YouTube spend over concerns that their ads were appearing alongside extremist content and hate speech.
Facebook has been working to provide measures to avoid the same over the last couple of years, and these new options add to that capacity, enabling more in-depth control and specification in ad placement.
Among the various measures, Facebook is adding:
- A new, dedicated section within Business Manager/Ads Manager where brands can create block lists, get delivery reports and set account-level inventory filters (as opposed to having to apply them one campaign at a time).
- Updated delivery reports which will enable advertisers to search by account ID or publisher without having to download the report. Facebook's also looking to add content level information to its delivery reports.
- A new brand safety partner in Zefr to help improve its brand safety tools. Zefr will join DoubleVerify, Integral Ad Science and OpenSlate.
- Publisher White Lists for Audience Network and in-stream ads on Facebook. Facebook is also looking to give advertisers the capacity to white-list the types of content they appear on for in-stream video ads.
The new measures will provide additional assurance for advertisers, enabling them to avoid any concerning associations, while also improving targeting options to their focus audiences.
As per Facebook's vice president of global marketing solutions Carolyn Everson:
"The long term goal is to have an incredibly robust ecosystem where businesses can sell their products, [and] consumers have the confidence to buy them and know what they’re getting, and so that’s the long-range plan and these are just a series of steps along that path. It’s a lot that we’re doing to get there.”
Facebook also notes that while it has a zero-tolerance approach for harmful content on its platforms, "that doesn’t mean zero occurrence". Given that some content can slip through the cracks, additional measures like this will provide advertisers with more options to manage their ad placements, and maintain greater awareness of the same.
As noted, Facebook has been developing its tools on this front for the last few years - earlier this year, Facebook added a new Inventory Filter which enables advertisers to choose a level of protection they want to apply to their ad placements.
As Facebook's internal detection tools improve, so will its placement options, and these new elements move further along that line.
You can read more about Facebook's new brand safety features here.