Facebook Has Introduced a Brand Safety Certification for Facebook Marketing Partners
Facebook announced they have launched a brand safety certification program for Facebook Marketing Partners.
Double Verify, an ad measurement platform, and OpenSlate, a video content rating platform for marketers, are the first two companies to be certified by their new Brand Safety capability of the Facebook Marketing Partners (FMP) program. The new capability will see advertisers review content options and have greater control of where their ads will appear.
What’s Prompted a Change?
Over the last year Facebook has been in hot water for brand safety concerns, content policy updates and the dilemma of marketers not trusting their video ad metrics.
Facebook has been implementing brand safety for a while, by sharing publisher lists and delivery reports detailing where ads are displayed and the opportunity to create block lists.
By demand, Facebook has now taken their brand safety one step further and has introduced third-party solutions to help manage brand safety.
What About You?
The new program is likely to be aimed at large advertisers with large budgets. For now, small businesses are able to create their own block lists to prevent their ads appearing on specific sites.
“We want to continue providing Facebook advertisers with more options for managing their brand safety controls and expand this new FMP capability. If you have a technology or service that might be a fit, let us know.”
With the rise of video marketing on Facebook, there has also been a rise of brand safety concerns. By allowing advertisers to have access to third-party tools, advertisers have an extra layer of security that steers their brand away from coordinated inauthentic behaviour.