Facebook wants more clarity and control for advertisers
On Wednesday, Sheryl Sandberg and Carolyn Everson spoke at Dmexco, Europe’s largest trade show for digital marketing and advertising. Among other topics, they discussed Facebook’s measures designed to provide advertisers with greater clarity and control.
Carolyn Everson has a Post which outlines Facebook's work in various areas. In it, she refers to brand safety tools, new partnerships and Facebook monetization guidelines and instructions. Nick Grudin, VP of Media Partnerships, looks at how Facebook is working in a separate contribution also with the standards and guidelines.
Facebook is taking steps to provide advertisers with more clarity and control. These updates include:
Verification by third-party providers:
Facebook is currently working towards being accredited by the Media Rating Council (MRC) in three key areas within the next 18 months:
- Impressions (Facebook's own reporting)
- Visibility (third-party viewability partner integration)
- Launch: Facebook's new two-second video buying option
To date, Facebook has 24 partners in its measurement system, including Oracle Data Cloud, Nielsen, Kantar Millward Brown and three visibility measurement partners: Moat, Integral Ad Science and comScore.
- Facebook is about to add two new viewability partners: DoubleVerify and Meetrics.
- In Germany, Facebook is working with AGF to find a new solution for reach reporting in all media.
New partnerships:
- Facebook is working with DoubleVerify and Integral Ad Science to ensure that the brand safety tools meet the needs and requirements of advertisers.
- Facebook is also in the process of joining the Trustworthy Accountability Group (TAG) "Certified Against Fraud" program.
Brand safety and new control options:
In addition to the new advertiser control initiatives, Faceboo will be offering
- Pre-campaign lists (rollout for advertisers has started)
- Post-campaign list (start of rollout in the coming months)
Guidelines on monetization and content:
- Facebook is introducing new monetization eligibility standards for publishers and creators. This is intended to improve the quality of ad impressions, for example for in-stream ads, instant articles or branded content.
