Saturday, July 20, 2024

Meta introduces long-needed tools to distinguish between hazardous content and adverts

In response to demands from advertisers to separate their marketing from contentious posts on Facebook and Instagram, Meta Platforms Inc. announced on Thursday that it is now implementing a long-promised mechanism allowing marketers to choose where their advertising are presented.

With the most conservative option banning advertising above or below postings containing sensitive content including weapon depictions, sexual innuendo, and political arguments, the system offers advertisers three risk levels from which they can choose for their ad placements.

Also, Meta will offer a report to Facebook advertisers via the advertising measurement company Zefr that details the particular material that appeared alongside their advertisements and how it was categorised.

Advertisers have long argued for more control over where their advertisements display online, claiming that major social media sites don’t do enough to stop ads from appearing next to harmful content like hate speech and fake news.

As thousands of brands joined a boycott of Facebook in the midst of anti-racism demonstrations in the US in July 2020, the problem reached a climax.

A few months later, a contract was negotiated, and the business, now known as Meta, consented to create tools to “better control advertising adjacency,” among other stipulations.

Vice President for Client Council and Industry Trade Relations Samantha Stetson predicted that Meta would eventually introduce more specific controls so that advertisers may indicate their preferences with regard to various social issues.

Early tests, according to Stetson, revealed no appreciable difference in pricing or performance for ads put using more restrictive settings, and he added that participants in the tests were “pleasedly surprised.”

She did, however, issue a warning that given the auction-based structure of Meta’s ad system and the decrease in inventory brought on by any limits, the pricing dynamic might alter.

The controls will be made first available in English- and Spanish-speaking markets, with intentions to eventually extend their availability to other areas as well as to the company’s Reels, Stories, and video ad formats.

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