Expanding Our Brand Safety Controls for Advertisers

by The Latest News from Facebook for Business May 12, 2020

Expanding Our Brand Safety Controls for Advertisers

May 12, 2020

Today, we’re sharing updates on our work to keep people safely connected and provide advertisers with tools to suit their brand safety needs. These efforts are part of our ongoing approach of creating a safe and welcoming community, maintaining a high-quality ecosystem, and collaborating with industry partners.

Creating a Safe and Welcoming Community

We have zero tolerance for harmful content on our platforms, but recognize that doesn’t mean zero occurrence.

Guided by our Community Standards, which outline what is and isn’t allowed on Facebook, our safety and security teams work to identify and remove content that may violate these policies. We also invest in technology to help identify content that may violate our policies, often before anyone reports it.

Earlier today we released our fifth Community Standards Enforcement Report, which looks at how well we enforced our policies from October 2019 through March 2020. With this latest report, we’re introducing data for Organized Hate under the Dangerous Organizations category for Instagram and Facebook, and four new policy areas on Instagram: Hate Speech, Adult Nudity & Sexual Exploitation, Violent & Graphic Content and Bullying & Harassment. You can learn more about these efforts and the progress we've made.

Maintaining a High-Quality Ecosystem of Content, Publishers and Ads

Our Community Standards apply to all people, brands and content on Facebook, and the balance of these policies and additional controls contributes to a quality ecosystem for people, publishers and advertisers.

Today we are expanding the availability of tools we’ve been testing to give advertisers more control over where their ads appear within in-stream placements.

Publisher whitelists for Audience Network let advertisers designate which third-party publisher apps to run ads on.
Content whitelists offer video-level whitelisting for advertisers working with Integral Ad Science, OpenSlate and Zefr. This allows these partners to dynamically review and customize suitable videos for in-stream campaigns on Facebook.
Delivery reports provide advertisers with access to impression data at the publisher and content levels, giving greater transparency into which individual pieces of content their ads were embedded in so they can properly validate brand safety risks of our placements and publishers.
Live stream exclusions allow advertisers to opt-out of the test of in-stream ads in live streams from vetted partners. We offered this at the campaign level, and are now providing this control at the ad account level.

These new tools can be found in the Brand Safety Controls interface in Business Manager, with a redesigned overview page to show all ad accounts under a business and the status of their brand safety controls. We also introduced a new controls page to make it easier to apply available brand safety settings, including Inventory filter, at the account level. This interface is also where our existing tools like block lists and publisher lists can be managed.

Collaborating With Industry Partners

Brand safety is a challenge that affects the entire advertiser community, which is why we collaborate with industry partners who are also working to make online platforms safer for businesses and people. Our work with partners includes:

Participating in the World Federation of Advertiser’s (GARM) to align on brand safety standards and definitions, scaling education, common tools and systems, and independent oversight for the industry.
We have introduced and continue to hold sessions with industry bodies to provide further insight into how our teams work to review content and enforce our Community Standards.

We recognize our responsibility to provide a safe environment for everyone using our platforms. And while we know there is still more to be done, we won’t stop helping people and businesses use our platforms safely and successfully.

Get Facebook Business news in your inbox.

Expanding Our Brand Safety Controls for Advertisers

Share to Facebook

Share with Email

Share to LinkedIn

oday, we’re sharing updates on our work to keep people safely connected and provide advertisers with tools to suit their brand safety needs. These efforts are part of our ongoing approach of creating a safe and welcoming community, maintaining a high-quality ecosystem, and collaborating with industry partners.

Creating a Safe and Welcoming Community

We have zero tolerance for harmful content on our platforms, but recognize that doesn’t mean zero occurrence.

Maintaining a High-Quality Ecosystem of Content, Publishers and Ads

Today we are expanding the availability of tools we’ve been testing to give advertisers more control over where their ads appear within in-stream placements.

Publisher whitelists for Audience Network let advertisers designate which third-party publisher apps to run ads on.
Content whitelists offer video-level whitelisting for advertisers working with Integral Ad Science, OpenSlate and Zefr. This allows these partners to dynamically review and customize suitable videos for in-stream campaigns on Facebook.
Delivery reports provide advertisers with access to impression data at the publisher and content levels, giving greater transparency into which individual pieces of content their ads were embedded in so they can properly validate brand safety risks of our placements and publishers.
Live stream exclusions allow advertisers to opt-out of the test of in-stream ads in live streams from vetted partners. We offered this at the campaign level, and are now providing this control at the ad account level.

Collaborating With Industry Partners

Participating in the World Federation of Advertiser’s Global Alliance for Responsible Media (GARM) to align on brand safety standards and definitions, scaling education, common tools and systems, and independent oversight for the industry.
We have introduced and continue to hold sessions with industry bodies to provide further insight into how our teams work to review content and enforce our Community Standards.