Facebook Launches New Tools Aimed at Protecting Advertisers

Social media platforms are trying their level best to provide additional tools and assurance measures aimed at helping advertisers avoid the appearance of content in unwanted contexts or areas. This comes at a time when YouTube received a lot of criticism after experiencing a major backlash to its ad placements system. This backlash saw the placement of content alongside offensive videos thus creating a negative association.

 

Facebook is the latest social media platform to update their ad tools following their recent updates on its Transparency controls and Block Lists. This social media network is now making use of an Inventory Filter that will make it easy for advertisers to select the level of protection that they wish to use in their ad placements. The Inventory Filter is available in three tiers:

 

  • Limited Inventory

Limited inventory is very similar to the opt-in category exclusions that we use today since it offers maximum protection.

 

  • Standard Inventory

Standard Inventory is the default filter to use when placing ads as it offers moderate protection. It is similar to the no category exclusions that is in use today.

 

  • Full Inventory

The Full Inventory filter is tasked with the main responsibility of offering minimal protection and ads may be made available to all contents which are eligible.

 

These new options are a step in the right direction as they will give advertisers another option of achieving brand safety for ad placements. To make it even better, they will be applicable in all ads which are delivered across Audience Networks, Facebook in-stream video and Instant Articles. Before these new changes were put in place, advertisers could only be able to specifically choose where their ads needed to be shown or not. Now, they will have a more generalised option since they can specify publishers or content types together with the ads that they want other people to see.