Facebook tests ad placement tool

Anne Freer | February 2, 2021

Mobile Advertising

Hands of a woman writing text messages outdoors.

Facebook said it wants to start testing a new set of controls that lets marketers avoid placing their ads next to content they deem objectionable.

This affects News Feed ads in particular.

Adding an ad placement option would make it much easier for advertisers to ensure brand safety.

Right now, it is testing the feature with a select number of marketers.

So how does it work?

If, for example, a beauty brand were to select the category “Crime and Tragedy” Facebook will avoid showing its ads close to such content.

The changes follow increased scrutiny of the company’s advertising practices.

Facebook said it would take most of the year to test the feature before it could be rolled out.

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