Updating Our Brand Safety Controls

Facebook Business

April 10, 2019

Keeping people safe on Facebook is a top priority. And this is important for businesses as well since we know you care about protecting your customers and your brand from bad content. So today, we’re introducing new brand safety controls for advertisers.

Keeping our community safe

Our Community Standards inform the way we detect and take down bad content on our platforms. Half of our over 30,000-person safety and security team reviews more than two million pieces of content each day, Facebook internal data, November, 2018 and over 95% of content that we remove across fake accounts, spam, terrorist propaganda, adult nudity and violent content is detected by our AI systems before anyone reports it to us. Community Standards Enforcement Report, November, 2018

Introducing the inventory filter

Beyond our efforts to remove bad content, we know advertisers want control over where their ads could potentially be associated with other content. That’s why we give advertisers choices for where their ads may appear when it comes to contextual ad placements like Audience Network, in-stream video and Instant Articles. Today, we’re introducing an inventory filter which will make it easier for advertisers to control their brand safety profile across different forms of media. This filter applies to ads delivered within Instant Articles, Audience Network and Facebook in-stream video.

Advertisers will now be able to choose from these three options:

• Limited inventory offers maximum protection, similar to the opt-in category exclusions available today
• Standard inventory provides moderate protection and is the default choice when placing ads. This is the same as no category exclusions today.
• Full inventory selects minimal protection and ads may be delivered to all eligible content.

For example, depending on your selection, your ads would be shown within in-stream, Instant Articles or Audience Network web placements where there is no strong language (Limited), a few instances of strong language (Standard) or multiple instances of such language (Full).

Brand Safety Controls

These updated controls build on other brand safety tools we offer today including:

• Comprehensive transparency controls so you can see where your ads may appear before running a campaign and where your ads did appear post-campaign
• Block lists to prevent ads from delivering on specific publishers
• Brand safety certification for third-party partners to help advertisers manage preferences at scale

Publishers must also comply with our Monetization Eligibility Standards to earn advertiser dollars on our platforms.

Our goal is to ensure our platforms are safe and valuable for people and advertisers. In addition to our efforts listed above, we’re also collaborating with other brand safety management leaders such as Double Verify and Integral Ad Science, as well as industry associations such as 4A’s and IAB.

Visit the Help Center for more information about our brand safety efforts and the new inventory filter.

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