Facebook adds content whitelisting option to improve brand safety controls

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 20, 2019, 5:23 PM UTC

Brands can now update their advertiser and publisher lists using Facebook’s brand-safety tool.

Social media giant Facebook is now allowing select advertisers the option to whitelist content to improve overall brand safety. The feature, which is in alpha stage, will enable brands to whitelist publishers and advertisers for in-stream video content and Facebook Audience Network.

This piece says that in order to whitelist advertisers, companies should prioritise brand safety over ad pricing and scale. A separate test will enable brands to create “dynamic content sets” or frequently update their brand-safe content.

Whitelisting could provide enterprise-level advertisers with higher brand-safety and enhanced control over content and transparency. Additionally, enterprise-level marketers will be able to manage multiple campaigns and set brand safety at the account level and view their ads being run on Facebook UI.

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