Target, formerly known as Facebookwill start testing new tools of content designed to give advertisers control over where their ads are displayed on both Facebook and Instagram. The tools will allow companies to prevent their ads from being placed next to inappropriate content, such as political, tragic or violent posts.
The company will begin testing the new content controls in the second half of this year and plans to officially roll them out in early 2023. Meta says it will focus primarily on English-speaking markets for the testing phase. Over the course of the next year, Meta will expand the controls to include ads placed in stories, video feeds, the Instagram explore page and more. Meta also plans to expand the controls to additional languages.
“At Meta, we are designing eligibility checks to give advertisers control over where their ads are shown,” Meta said in a statement. blog post. “We previously announced our commitment to creating content-based suitability checks to address concerns advertisers have that their ads appear alongside content that is not appropriate for their brand preferences. We have been working closely with GARM (Global Alliance for Responsible Media) as we develop these controls, so that they are aligned with the GARM suitability framework.”
Meta also announced that it will partner with zefr, a platform that allows companies to measure brand suitability, monitor and report on the context in which ads appear on Facebook. The company will work to verify that the ads only appear next to the appropriate content. goal and zefr Small-scale testing will begin in the third quarter of this year.
The new tools will be Meta's response to the growing demands of advertisers who have repeatedly asked to have more control over your online ad placements to ensure they are not displayed alongside unfavorable content.
The company has previously worked to address these concerns.
In November, Meta said it would expand News Feed controls for advertisers running ads in English and give them access to "Topic Exclusion Controls." The three topics are news and politics, social issues, and crime and tragedy. When an advertiser selects one of these topics, her ad will not be shown to people who have recently engaged with these topics. At the time, Meta had said that it was aware that this tool might not address all of the concerns advertisers have and promised to develop content-based controls in the future.
Algorithms Facebook are known for promoting inflammatory content and dangerous misinformation. In this scenario, Meta is under increasing regulatory pressure to clean up the platform and make its practices more transparent. The modern news cycle and online advertising landscape has made it difficult for brands to prevent their ads from being placed alongside inappropriate content. Since most companies buy ads when they create their ad and submit it to the Meta slot auction, they have no control over ad placement, but these upcoming tools should change that.
