This story was delivered to BI Intelligence "Digital Media Briefing" subscribers. To learn more and subscribe, please click here.
Facebook is releasing tools and features over the next few months that give advertisers more insight and control over where their ads will appear.
The update comes amid an industry-wide concern for brand safety and transparency over where ads run.
Here is a rundown of the new tools and features, which all provide an additional level of assurance to brands and advertisers that their ads will not be run in unfavorable places:
- Pre-campaign transparency: Allows advertisers to see a list of where their ads could deliver before ads are set live. This is the first time Facebook is offering this feature — as Facebook has previously been criticized for being a “black box”, or being ambiguous on where its ads will appear. The new feature gives advertisers and brands greater certainty that ads will not be run next to offensive or objectionable content, and is currently in testing with select advertisers in Audience Network.
- Blocking at the account level: Lets advertisers block where ads are run at the account level, as opposed to having to individually list every possible publication or app where they don’t want ads to be run — which was previously the process. However, advertisers still won’t get a list showing where their ads went. The update streamlines the blacklisting process, ultimately saving companies time, which could attract new ad spend. The feature will be rolled out to Audience Network and Instant Articles this month.
- Choice over video placements: Will let advertisers specify types of placements — native, interstitial, in-stream — as to where they want their video campaigns to run. This will initially be available in Audience Network. The added controls help brands to ensure ads are properly formatted for their intended destination. Facebook provided no specific rollout date for the feature.
Facebook’s efforts to ensure brand safety also positions the company to cater to TV brand advertisers. That’s because TV advertisers will have greater certainty on where ads will be run, which is something they are used to. Facebook has made a clear effort to attract TV ad dollars. The company is pushing for TV-like content, and recently made mid-roll video ads available to monetize this content.
Kevin Gallagher, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on ad tech that:
- Forecasts US programmatic revenue through 2020.
- Highlights the factors driving consolidation, and identifies new acquirers and attractive targets.
- Explores the challenges ad tech companies face including the dominance of walled gardens, ad blocking and measurement.
- Outlines emerging technologies that will help propel ad growth in the next decade.
To get the full report, subscribe to an All-Access pass to BI Intelligence and gain immediate access to this report and more than 250 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. » Learn More Now
You can also purchase and download the full report from our research store.