Facebook has announced the first two companies to be certified in the new Brand Safety capability of its Facebook Marketing Partners program.
In order to give its advertisers more choice and better control over where their ads appear, Facebook has created a range of different solutions for them. For example, publisher lists, or publisher delivery reports that are used by advertisers to create block lists that remove specific publishers and apps from ad delivery on Facebook’s ad placement. These may not be enough though.
Over time, advertisers have told Facebook that they also want to work with third parties to manage their Facebook campaigns’ brand safety controls. In this vein, Facebook is introducing a new Brand Safety capability in the Facebook Marketing Partners program – and announcing the first two companies to be certified for this purpose.
As part of the announcement, companies DoubleVerify and OpenSlate now offer the “proprietary solutions that can help Facebook advertisers review content options and control where their ads will appear.”
DoubleVerify offers marketing measurement software, data and analytics “that authenticates the quality and effectiveness of digital media…” OpenSlate offers an “independent content ratings system” that “enables marketers to visualize, optimize and automate targeting decisions…”
The addition of the new FMP capability is important for advertisers and an important step from Facebook in its efforts to offer them more control of their brand safety.
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