Facebook introduces monetization limitations and new advertiser controls

15 September, 2017, 00:33 | Author: Darrell Baldwin
  • Miniature Facebook banners are seen on snacks prepared for the visit by Facebook's Chief Operating Officer in Paris France

Those who share content that repeatedly violates our Content Guidelines for Monetization, share clickbait or sensationalism, or post misinformation and false news may be ineligible or may lose their eligibility to monetize.

In order to put ad breaks in their videos, those publishers may need to have a follower base Facebook finds "sufficient", and the company said that requirement could be applied to other ad features. This was revealed by Carolyn Everson, VP global marketing solutions at Facebook, in a blog post.

Facebook is clearly looking to get ahead of the brand safety concerns Google faced this spring when major brands and ad agencies boycotted its digital properties over offensive videos on YouTube. These confirmations and investigation could give Facebook's promoters certainty that their advertisements aren't being appeared beside awful content, are really being seen, are being tallied appropriately.

These are the latest changes to how Facebook uses ads on its site.

The company is not only clamping down on what can be monetized, it is also doing more to keep advertisers happy, including using third-party verification to measure ad performance. "The key will be if these standards are baked into any new innovation that launches from the start, like you are seeing here". The company has been dealing with the spread of misinformation on its platform, reporting last week that fake accounts, likely linked to Russian Federation, spent $100 000 in ads ahead of the United States election. Across its flagship platform and Audience Network, internal data shows more than 70% of in-stream video ads - up to 15 seconds in length - are viewed to completion.

In the blog post, Everson explained that keeping the Facebook community safe is "critical to [its] mission", and there is absolutely no place on Facebook for hate speech or content that promotes violence or terrorism. Your content may be impacted by these guidelines, but will remain on the platform provided it meets our Community Standards. "We want to ensure that advertisers feel confident in their investment on our platform and brand safety and what content ads are running against has been an area of concern".

Facebook has enabled hundreds of publishers and individuals to run ads during live video broadcasts in the past year, and the company recently introduced a slate of new shows on a part of its site called "Watch".

Facebook said it's also releasing new tools so advertisers know what publishers ran their ads. Meanwhile, post-campaign lists will begin rolling out in the coming months.

Creators and publishers must have an authentic, established presence on Facebook, it said, adding these guidelines also apply to videos on Facebook and will extend to "Instant Articles" over time.



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