facebook

Facebook is making sure your brand safety

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Facebook is rolling out new policies and guidelines to give advertisers more confidence that their ads are getting delivered at right place and right person.

Facebook announced this in a blog post titled “Providing More Clarity and Controls for Advertisers” in which facebook gave clear message to advertisers that — you can’t make money from ads on Facebook if you steal other publishers content or logos. Facebook won’t run ads next to adult content, or content that promotes illegal activity or drug abuse, either.

At Facebook, we take very seriously our responsibility to earn and maintain the trust of our advertiser partners—and give them the confidence they need to invest in us. That’s critical to their success and ours.

— Carolyn Everson, VP Global Marketing Solutions, Facebook, wrote in blog post.

Facebook is taking some additional steps for brand safety

# Additional Third party verification

Carolyn accepted in blog that facebook is accused of “grading our own homework”, Even though the display and video ads that facebook deliver on Facebook and Instagram can already be measured and verified by third parties, facebook recognize the industry’s desire for more independent third-party validation

That’s why facebook is seeking for accreditation from Media Rating Council, an US based Non profit organization. Also, over the next 18 months they are working to achieve MRC accreditation across display and video on Instagram.

He wrote — “Our commitment to third-party measurement and verification is clear. We first started working with third-party measurement partners in 2008. To date, we have 24 partners in our measurement system, such as Oracle Data Cloud, Nielsen, Kantar Millward Brown, as well as three partners measuring viewability: Moat, Integral Ad Science and comScore. And we’re in the process of adding two new viewability partners, DoubleVerify and Metrics. ”

# Brand safety—new advertiser controls

Facebook is adding additional 3000 content reviewer, almost double of the current team and they are closely partnering with third parties such as DoubleVerify and Integral Ad Science, to ensure the brand safety tools and controls they created serve advertisers’ needs.