Facebook launches ad control for advertisers, announces third party partnerships to improve measurement

Facebook is making changes to its platform in order to provide more clarity and control for advertisers over where advertising appears and the kind of content that can be monetised. This announcement was made at Dmexco which had a host of its senior executives including COO Sheryl Sandberg in attendance.

Caroline Everson, Facebook’s VP of global marketing solutions, while making this announcement, unveiled some of the changes that will apply to the content types that can be monetised around Facebook’s in-stream ads and Instant Articles feature. The new brand safety tools, partnerships and monetisation eligibility standards and guidelines being introduced by Facebook is to allay marketers’ fears over brand safety, measurement, and viewability on its platform.

Facebook will also begin to roll out pre-campaign publisher lists, and this tool will give advertisers a preview of partners using Instant Articles and in-stream videos on Facebook as well as publishers monetising their sites and apps via Audience Network. Brands will also be able to see the exact places where their ads ran after campaigns. This pre and post campaign reporting system being provided by Facebook will help brands exercise greater control over where their content appears.

“We’re introducing new monetisation eligibility standards that will provide clearer guidance around the types of publishers and creators eligible to earn money on Facebook and the kind of content that can be monetised. These standards will apply to ad placements where context could matter, including in-stream ads and Instant Articles,” Everson stated.

“Because brands also want to know where their ads are delivered, we’re also announcing that in the coming months we will begin providing advertisers with post-campaign reporting that clearly identifies the publishers that their ads ran on across Instant Articles, in-stream ads and Audience Network. Together, these standards and tools will give advertisers the clarity and control they need to run their campaigns,” she added.

To also improve measurement of ad performance, Facebook is seeking accreditation from Media Ratings Council, the US-based non-profit industry organisation that will review and accredit its measurement services in three key areas: first-party served ad impression reporting, third-party viewability partner integrations, and upon launch, its new two-second video buying option.

Facebook already works with 24 partners including Oracle Data Cloud, Nielsen, Kantar Millward Brown, on ad measurement and is also in the process of adding two ad tech companies: Double Verify and Meetrics to help improve brand safety controls.

To combat fraud on its community, it is in the process of joining the Trustworthy Accountability Group (TAG) ‘Certified Against Fraud’ program as it moves to embrace industry efforts to improve advertisement measurement.  It has also added 3,000 more content reviewers to its team to report content violating community standards.

Facebook is showing its commitment to building a more brand-safe digital ecosystem through these changes.

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