Facebook Is Making Its Biggest Play to Improve Brand Safety, but Is It Enough to Gain Marketers’ Trust?

New tools detail transparency and set guidelines for creators

For the past year, Facebook has been dogged by a stream of concerns from marketers about measurement and transparency issues plaguing the platform’s ad business while other brand safety questions swirl. Meanwhile, two incidents last week—a report that Facebook reaches more Americans than U.S. census data shows and news that fake Russian accounts purchased $100,000 of ads between June 2015 and May 2017—don’t help marketers’ lingering trust issues with the platform.