Facebook launches whitelists as it looks to improve brand safety 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2020, 3:24 PM UTC

The company had tested the features with select advertisers last November.

The social media network is expanding its brand safety toolkit by rolling out whitelists that will allow brands to control the content their ads are seen around. The move comes as Facebook has been facing increased scrutiny as fake-news has remerged during the COVID-19 pandemic. 

The new tools will enable advertisers to select publishers and content types against which their ads can be shown. The feature will be available for both audience networks and in-stream ads.

Whitelists will also be enabled for advertisers working with third-party ad verification partners like OpenSlate and Zefr. Advertisers will also be able to opt-out of in-stream ad testing from pre-approved news, sports and entertainment partners at the ad account level. The feature was previously available only at the campaign level. 

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