In addition to controls for advertisers to better control where their ads appear, Facebook has now announced two additional features that give all advertisers more control across different placements.
Since Facebook introduced new ad placements like Instant Articles and in-stream video, the ads themselves started being connected to specific pieces of content – very often pieces of content that brands themselves wouldn’t want to be associated with. So, Facebook built a set of controls like block lists to remove specific content publishers, or the ability to exclude specific brand-sensitive categories.
These features controlled the delivery (or non-delivery) of ads across Facebook in-stream videos, Instant Articles and Audience Network. Now, Facebook has introduced two new features available across the placements to allow advertisers more control over where their ads appear.
The first is publishers lists which Facebook started sharing with advertisers last year. Advertisers were able to look at the full list of publishers who were monetising their sites and apps on Audience Network. This way, they could review and decide if they’d like to omit any of these. This “publisher-level transparency” has been expanded to now include Instant Articles and Facebook in-stream videos as well.
This makes it possible for all advertisers to see a list of where their ads might appear, before starting their campaign. Also, as new publishers are added, advertisers can just go through and update their block lists as necessary.
Publisher Delivery Reports
The second is publisher delivery reports, which is a full list of publishers and their sites/apps where ads appeared. Advertisers can get this list by downloading the Facebook in-stream, Instant Articles and Audience Network publisher delivery reports. The report will allow them to see exactly their ads ran across Facebook’s contextual placements, and decide whether the publishers on the list “align with their brand safety expectations.”
Then they can update their block lists or categories, as necessary.