Facebook steps towards brand safety


Facebook’s Audience Network (FAN) lets Advertisers extend their Facebook campaigns beyond Facebook, using the same targeting data as they use on it. Following the YouTube brand safety concerns earlier this year, major Advertisers paused their campaigns on FAN.
Facebook has announced some proactive steps forward in addressing Advertiser concerns including ad placement reports, anti-fraud certification steps and has banned content categories such as topical social issues, misappropriation of children’s characters and adult content.

Our take

Facebook follows Google’s footsteps in addressing brand safety concerns. It is a positive step forward but there is much more to be done. More open and transparent Brand Safety partnerships with 3rd parties such as Integral Ad Science or MOAT would be another positive step in shifting the perception that Facebook ‘marks its own homework’.

Suryabala Shenbagamurthy

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.