Facebook to become more transparent on ad placements and takes a solid stand against offensive ad content

Anne Freier | September 14, 2017

Mobile Advertising

Facebook is boosting transparency for brand advertisers to reveal more information about their ad placements. At the same time, the social network has announced more stringent guidelines on the content those ads can contain.
The company previously said that it would report to marketers which publishers’, apps or videos their campaigns may feature on. Now, it has taken the next step and officially launched these third-party site placements. In an announcement on Wednesday, Facebook said it was rolling out post-campaign placement reports.
Given recent issues with YouTube featuring adverts alongside controversial content, these insights will be vital for marketers wishing to ensure that their brands are not associated with offending content.
In addition, Facebook has announced an 18-month timeline for the Media Rating Council to independently audit its ad impressions and ad viewability measurements. The latter are being tracked by Moat and Integral Ad Science.
The move should help comfort advertisers that they are getting what they paid for.
In addition, the network is joining the Trustworthy Accountability Group’s (TAG) “Certified Against Fraud” programme, which has been created by the American Association of Advertising Agencies (4As), the Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) to recognize companies which meet its anit-fraud standards such as Google and Moat.
But that’s not all. Facebook is also taking a harder stand against offensive or racist content, by banning adverts which include such content.
Facebook says that it will remove any adverts where content is found to violate these standards.
The nine categories from which publishers and ad creators will not be allowed to generate revenue include misappropriating children’s characters, tragedy and conflict, debated social issues, violent content, adult content, prohibited activities, explicit content, drugs or alcohol and inappropriate language.
In a blog post, the company said:

We want all our partners to have the information and tools they need to feel confident advertising on Facebook. We’ve made significant progress this past year on some of the major issues, but we’re not done. We still have further to go. As the ad landscape continues to change, we’ll continue to work with our advertising partners to understand their needs and work with them to build a more brand-safe digital advertising ecosystem. We are committed to nothing less.

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