Facebook updates brand safety tools to give advertisers more control over their content placement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 14, 2020, 5:51 PM UTC

The expanded controls include an exclusionary tool that allows content-level suitability on video.

California-based social giant Facebook updated its tools to provide advertisers with greater control over where their ads appear. This update will provide businesses with an additional layer of visibility into the video assets carrying their ads, along with publisher data that they can already access.

The additional safety controls come at a time when Facebook has made changes to the platform’s content moderation policies in the face of increased scrutiny Facebook has announced collaborations with groups like Jicwebs and the Trustworthy Accountability Group (TAG) to provide independent audits and certification. 

Brands will now have the ability to be excluded from specific topics like news, politics and religious content by harnessing machine learning. They will also have the ability to whitelist approved publishers and select channels that meet specific suitability criteria.

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