Facebook Adds 'Inventory Filter' To Its Brand Safety Controls For Advertisers

Facebook is introducing a new ‘inventory filter’ to allow advertisers to better control their brand safety profile across different types of media.

As part of its continued efforts to stop brand ads from showing alongside “bad content,” Facebook already offers a range of brand safety tools including transparency controls, block lists, and brand safety certifications for third-party partners. Now, it’s adding another layer of control – an inventory filter to provide more control across different types of media.

The inventory filter applies to all ads delivered within Instant Articles, Audience Network, and Facebook in-stream video, and provides three main options:

Facebook is introducing a new ‘inventory filter’ that includes or excludes moderate or sensitive content in in-stream video, Instant Articles, and Audience Network.

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Limited inventory – offering maximum protection that is similar to the currently-available opt-in category exclusions.
Standard inventory – providing moderate protection as a default choice when placing ads. Note that this is the same as no category exclusions.
Full inventory – offering minimal protection. Ads may be delivered to all eligible content.

In the announcement for the new feature, Facebook provides an example: “depending on your selection, your ads would be shown within in-stream, Instant Articles or Audience Network web placements where there is no strong language (Limited), a few instances of strong language (Standard) or multiple instances of such language (Full).”

In addition to all the above, Facebook is also collaborating with Double Verify, Integral Ad Science, 4A’s and IAB to ensure that its platforms are safe and valuable for their users – and for advertisers.