What has happened?

The “Inventory Filter” has recently been introduced by Facebook in their continuous efforts to aid marketers from harmful product placements and simplify the brand safety controls. Previously the advertisers were able to exclude content categories, but now the paid advertising on the platforms will have 3 options on top of their already applied base controls and they are:

  • Full inventory – opts into all eligible content and offers maximum reach
  • Standard inventory – their default setting will opt out of the most sensitive content and will provide moderate brand safety and reach
  • Limited inventory – their highest brand safety setting which opts out of inventory that are considered moderately sensitive, however will limit reach capabilities of your campaign

Seemingly, the filter comes as a response to the Christchurch incident where an anti-terrorism algorithm failed to prevent terrorist content from being shared. Facebook wants to ensure the user experience is protected whilst also relying on advertisers’ confidence that content will be served in safe environments.

This follows Facebook’s previous major change for advertising in 2018 which was influenced by the advent of GDPR after Cambridge Analytica. Barriers were brought forward to advertising using 3rd party data. Consent to advertising must now be clearly provided by users and existent audience pools became forbidden. Advertisers were made to adapt and target markets with alternative methods

The Media Store Take

Facebook is consistently refining their advertising products to address their user privacy and brand safety. One way TMS sees as an option to increase Facebook brand safety is by increasing the involvement of brand security providers such as IAS and MOAT. We believe these parties will come under more pressure by advertisers to bring forward their capabilities into Facebook advertising.

Jack McElhone