Facebook Reveals Several Brand Safety Updates

Zefr joins DoubleVerify, Integral Ad Science and OpenSlate as a partner

Publisher whitelists are being tested for Facebook Audience Network and for in-stream ads
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Facebook detailed a host of updates Wednesday related to its three-pronged approach to brand safety: creating a safe and welcoming community; maintaining a high-quality ecosystem of content, publishers and ads; and proactively collaborating with the industry.

The social network created a one-stop place in Business Manager and Ads Manager where brands can create block lists, see delivery reports and set account-level inventory filters.

Those tasks previously had to be applied one campaign at a time.

Delivery reports were also enhanced to enable advertisers to search by account ID or publisher without being required to download the entire report, and Facebook said content-level information will soon be added to delivery reports, as well.

Existing brand safety partners DoubleVerify, Integral Ad Science and OpenSlate were joined by Zefr.

Brands working with IAS, OpenSlate or Zefr can now test dynamic content sets that will provide a content-level whitelisting tool, enabling them to update and adjust videos available to them for in-stream placements.

Finally, publisher whitelists are being tested for mobile ad network Facebook Audience Network and for in-stream ads on Facebook.

Facebook said in a blog post, “Brand safety is a challenge for the entire advertising industry, which is why we collaborate with industry partners to share knowledge, build consensus and work toward making all online platforms safer for businesses.”

On that note, the social network said it completed JICWEBS’ Digital Trading Standards Group’s Brand Safety audit, receiving the IAB UK Gold Standard, and it is an active part of the working group for the World Federation of Advertiser’s Global Alliance for Responsible Media, “which is leading the charge with global brands, media agencies, media owners and platforms and industry bodies to create a more sustainable and responsible digital ecosystem.”

Facebook concluded in its blog post: “While we have zero tolerance for harmful content on our platforms, we recognize that doesn’t mean zero occurrence. It’s why we are tackling this challenge across the company working with industry, enlisting expertise across subject matters, and continuing to invest in the technology, tools and advancements that advertisers are asking for. A safer Facebook and Instagram is better for everyone, including businesses, and it’s what we’ll keep working toward.”

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