The Facebook Marketing Partners Program Introduced a Brand Safety Category

DoubleVerify and OpenSlate are the first two companies to be certified

Facebook and third parties will help ensure that ads don't end up next to whatever she's watching Julianna Nazarevska/iStock

The Facebook Marketing Partners program added a new Brand Safety capability to its offerings and welcomed DoubleVerify and OpenSlate as the first two companies to earn that certification.

The social network said in a blog post that advertisers have been requesting third parties to help manage their brand safety controls for campaigns on the platform.

Facebook vice president of partnerships Gene Alston said, “Our brand safety capability for Facebook Marketing Partners will help advertisers connect with trusted third parties like DoubleVerify and OpenSlate to apply their preferred controls to campaigns. We know there’s more we can do to address the varied brand safety preferences of our advertisers, and we will continue enabling partners to build new solutions and meet those needs.”

DoubleVerify is a provider of marketing measurement software, data and analytics, and it said Facebook developed an automation application-programming interface that will give it “direct, timely access” to information on the social network, enabling it to centralize brand safety setup and management and automate the updating of block lists on Facebook.

The company’s offerings enable advertisers to monitor more than 75 content categories to avoid, as well as to create site and application override lists and target their ads away from undesirable apps.

DoubleVerify CEO Wayne Gattinella said in a release, “Protecting brand reputation is critical for large digital advertisers. We share Facebook’s commitment to maintain a trusted and transparent marketplace, and we’re excited about this new initiative.”

OpenSlate said its independent content ratings system allows marketers to “visualize, optimize and automate” targeting on major video platforms, and its new OpenSlate for Facebook offering will assess content on the social network where in-stream ads might play and generate actionable scores and ratings for that content.

The company added that OpenSlate for Facebook will provide:

  • Safety and suitability assessments for all in-stream ad-supported content.
  • Pre-emptive exclusion of brand-sensitive categories such as violence, sexual content, excessive profanity and children’s content, with dynamic block lists.
  • Data and tools to automate and optimize the use of Facebook’s block lists.
  • Video-level and page-level insights.

OpenSlate chief operating officer JoAnna Foyle said, “Our new Facebook product relies on proprietary content suitability metrics that our media buying clients have come to know and trust. Through our partnership with Facebook, they can now use this data to assess the fast-growing pool of in-stream video inventory and make decisions about what content is and is not appropriate.”

CEO Mike Henry added in a release, “Content matters to brand advertisers. The quality, diversity and sheer amount of video content on Facebook has grown exponentially—which is why we’ve extended our data science and independent ratings to Facebook. We are delighted to launch our Facebook product and announce our certification as a Facebook Marketing Partner to provide advertisers with assurance that they are running within content that is safe and appropriate.” David Cohen is editor of Adweek's Social Pro Daily.