Facebook: The Safety Measurement for The Third-party Brands

Jan 30, 2019Conversion Rate Optimisation0 comments

Facebook: The Safety Measurement for The Third-party Brands

Jan 30, 2019 | Conversion Rate Optimisation

After struggling for the past two years with its ad measurement problems, Facebook has launched the 24th of January a new brand safety certification for its marketing partners. In this new certification, Facebook will deliver a better selection and choice on which content and traffic will their video advertisement appear. The new features consist of providing to its advertisers a publishers list and reports on their traffic and content in order to offer a better service.
In fact, Facebook will be also giving the choice to its advertisers to create their own block lists where they can block some publishers and apps from publishing their video ads. This selection can be done through ad delivery in Facebook in-stream, Instant Articles and Audience Network. DoubleVerify and OpenSlate are the first two companies receiving the Brand Safety certification and are now offering a brand-new safety tool for the advertisers on the Facebook platform.
DoubleVerify is a leading marketing measurement software that verifies the quality and the effectiveness of the media in order to get the highest number of impressions in a reliable traffic for a better performance. On the other hand, OpenSlate is a software that helps to filter and target the best and most relevant traffic for the advertisers’ message ad by rating the content which will facilitate the process of optimizing the traffic and the block lists for Facebook advertisers. Both software will update automatically the block lists on a daily basis for a better brand safety control in order to evaluate the content preferences and regulate where the advertisers’ video ads would be displayed.
With the new Facebook update, the platform concentrates its safety based on a daily updated blacklist depending on the advertisers’ preferences from where they can choose which content to exclude their ad to appear in. In 2017, Facebook has introduced a transparency tool that enables the advertisers to assess where their video ads will be appearing on in advance and to delete all the placement that they didn’t fit their preferences.
Facebook is offering two content measurement software to its advertisers – DoubleVerify and OpenSlate – in order to have a better brand management safety and not affect the advertisers’ brand with some unreliable content.

About Abla Khbacha

Account Manager at Bodkinco

About Abla Khbacha

Account Manager at Bodkinco

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