Facebook is to begin testing a new brand safety options, including new Facebook Ads topic exclusion controls for a small group of advertisers.
The new tools are meant to help meet brand suitability preferences in News Feed.
The idea behind Facebook Ads topic exclusion controls is simple: to enable brands to ensure that their ads do not appear in News Feed next to topics that run afoul of their brand suitability preferences.
In a blog post announcing the new tools, Facebook explained how the topic exclusion controls work: “We are planning to test a solution that will allow an advertiser to select a topic, like ‘Crime and Tragedy.’ That selection would help define how we’ll show the ad on Facebook, including News Feed. For example, a children’s toy company may want to avoid content related to a new crime show, so it could select the ‘Crime and Tragedy’ topic.”
The new controls will be tested with a small group of advertisers. Facebook cautioned that it will take most of the year to continue the development of the tools as it wants to ensure the privacy of its users is protected.
Vice president, global business group Carolyn Everson said in a statement, “Providing advertisers topic exclusion tools to control the content their ads appear next to is incredibly important work for us, and to our commitment to the industry via GARM (Global Alliance for Responsible Media). With privacy at the center of the work, we’re starting to develop and test for a control that will apply to News Feed. It will take time, but it’s the right work to do.”