Facebook Added an Inventory Filter to Its Brand Safety Toolkit

Advertisers get more control over placements

A look at Facebook's new inventory filter Facebook

Facebook gave advertisers another brand safety tool with last week’s introduction of the inventory filter, which provides more control over the content their ads appear next to.

The social network said in a blog post that its new inventory filter applies to in-stream video ads, as well as ads within Instant Articles and its Facebook Audience Network mobile ad network.

The three options available via inventory filter are:

  • Limited inventory, which provides brands with maximum protection, similar to Facebook’s opt-in category exclusions. As an example, placements would include content with no strong language.
  • Standard inventory, the default choice when placing ads, which provides moderate protection. As an example, placements would include content with some strong language.
  • Full inventory, with minimal protection and ads delivered to all eligible content, including content with multiple instances of strong language.

Facebook wrote in its blog post, “Our community standards inform the way we detect and take down bad content on our platforms. One-half of our over 30,000-person safety and security team reviews more than 2 million pieces of content each day, and over 95% of content that we remove across fake accounts, spam, terrorist propaganda, adult nudity and violent content is detected by our artificial intelligence systems before anyone reports it to us.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.