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

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