Now, Facebook is rolling out a few tools that it hopes will make advertisers more comfortable and clear about where their ads are running.
As Adweek reported last week ahead of this week’s Dmexco conference in Cologne, Germany, the company has new brand safety tools and a set of guidelines detailing which users—namely publishers and creators—can make money off of content posted to the platform as part of its revenue sharing program.
The categories apply to in-stream videos, Instant Articles and Facebook Audience Network (or FAN), which places ads on websites and apps outside of the social network.
In May, Facebook announced that it was hiring 3,000 people to review content after videos containing suicide and murder spread on the platform.“If there’s severe content in those nine standards, we know advertisers are not going to want to run in that so we just want to take the precaution of opting them out automatically,” Everson said.
“You can imagine that’s a big spreadsheet to maintain.”In one example, to qualify for ad breaks, creators and publishers must have 2,000 or more followers (which represent a “significant follower base,” per Facebook’s wording) and have live videos that recently reached 300 or more concurrent viewers, according to the social network.
Facebook didn’t detail qualifications for other revenue-generating features but said that the qualifications “will likely vary.”Group M’s Barone noted that 2,000 followers is a minimum requirement and should only be one factor that brands use to determine whether a content creator is legitimate.“In and of itself, a minimum threshold is not enough of a standard because you could have content that is either offensive to large groups of people or not appropriate to support a particular brand that has 2,000 followers,” he said.
“It is still a Facebook product though which could make some advertisers weary.”Or as Group M’s Barone described the post-reporting tool, “it will be Facebook telling us that this is where your ads ran,” he said.
“It’s not like an ad server report, a Moat report or a Double Verify report where we have an independent third-party corroboration.”That said, GSD&M’s media supervisor of social, Evan Walker, expects brands will be able to plug into third-party brand safety vendors like they already do with third-party viewability partners in the coming months.“Facebook should be treated like a network buy, as surrounding content is never predictable,” he said.
Meanwhile, two incidents last week—a report that Facebook reaches more Americans than U. census data shows and news that fake Russian accounts purchased 0,000 of ads between June 2015 and May 2017—don’t help marketers’ lingering trust issues with the platform.
More specifically, a sufficient period of time is equivalent to one month, according to Facebook.
Facebook has tested pre-campaign tools with a handful of agencies including WPP-owned Group M that show advertisers where their ads may appear.
“The tough job relative to blacklisting is that it’s ongoing—nothing is ever static.
That list of 2,700 content producers is certainly not intended to be static.”On top of that list, Group M maintains its own list of 250,000 domains that either pirate content from legitimate sources or run counterfeit websites and the company is looking for an additional tech company to find any overlap on the two lists to better evaluate brand safety.“We have block lists that are mostly specific to piracy and that list is about 250,000 domains and [the] domains don’t match up directly to Facebook Pages, so we’re looking for a third-party partner to do the match,” Barone said.
“It’s almost a certification for the types of content that’s being created but then applied with an additional measure for them to vet the content before it’s going up.”The new guidelines detail which creators are eligible to participate and what content is appropriate to be supported by advertising.