Facebook Automated the Process of Protecting Rights to Video Content

The social network's Rights Manager tools now enable content owners to establish automated rules

Facebook Thursday announced an update to its Rights Manager tools for owners of the rights to video content on the social network, enabling those owners to establish automated rules to help protect their videos.

The Rights Manager set of admin and workflow tools was introduced last April, and product manager Analisa Tamayo Keef and engineering manager Lior Ben-Kereth said in a blog post at the time:

We want to give video publishers the confidence that their content is protected across Facebook, as well as provide them with increased flexibility and greater control over the use of their video.

Product manager Xiaoyin Qu discussed Thursday’s update in a blog post, saying that the aim was to automate the process for rights owners, rather than having them review each instance of matches of their video content on a dashboard, and adding that rights owners now have access to four automated match actions:

  • Block: Blocks matched content from being viewable on Facebook upon upload.
  • Claim ad earnings: Allows rights owners to claim a share of the money generated if an Ad Break runs in a piece of content that matches the rights owner’s reference file. We’re still early days with testing Ad Break, but this option may be something rights owners want to use in the future.
  • Monitor: Allows matched content to remain viewable on Facebook, where the rights owner can monitor video metrics. The rights owner can apply a different action at a later time.
  • Manually review match: Sends the match to the Manual Review tab to be reviewed and acted on at a later time.

Qu also elaborated on the new match conditions in Rights Manager:

Match conditions are the criteria that rights owners can set to determine whether to take an action on a match of their content. If match conditions are met, then the specified match action that the rights holder has set is taken automatically.

With the addition of privacy type, Rights Manager features five match conditions:

  • Viewer location: The country where a viewer watched the matched video.
  • Content type: The video and/or audio parts of a matched video that overlap with your reference file.
  • Match length: The amount of time a matched video overlaps with your reference file.
  • Publisher type: Choose to match based on whether the content was posted by a page or a profile.
  • Privacy type: Choose to match based on whether the video is private (non-public), public or both.

Using combinations of match actions and conditions, rights owners can use Rights Manager to support their business goals. For example, a rights owner could choose to “Block” all public copies of a matched video in the U.S.

The updates will begin rolling out Thursday and be available to all pages using Rights Manager “in the coming weeks.”

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