Facebook announced that it will begin testing news topic exclusions for advertisers this year.
Citing advertisers’ brand safety concerns, Facebook says the new feature would allow marketers to choose whether or not to display their ads alongside potentially sensitive content:
“For example, a children’s toy company may want to avoid content related to a new crime show, so they might select the topic ‘Crime and Tragedy,’” the blog announces.
“This is the first time that the feeding environment has been managed by controls,” they say.
Theme Exclusions.
Along with Crime and Tragedy, other topic exclusions being tested include News & Politics and Social Issues, according to a Facebook spokesperson.
The idea is to give advertisers more control over where their ads can appear in a user’s newsfeed and means that brands will be able to ensure that their products and services do not appear alongside topics that the brand is not associated with or he does not believe.
Facebook says they will “keep listening and learning during the trial,” so there could be more topic exclusions added or the currently planned exclusions could evolve.
Brand security.
This announcement is all the more relevant given the political turmoil that began in 2021 and the swift action many brands had to take to make sure their organic advertising and messages weren’t insensitive or misplaced.
Brand safety is not a new topic in 2021, but it is gaining more importance as companies work to prevent any potential consequences from running parallel to the extremist political movements they have fostered on social media platforms like Facebook.
Brand safety experts explain that exclusions (especially those related to breaking news) may not always be the best options for advertisers.
“Brands have become used to blocking ads after negative news events or stopping them altogether because they believe these stories are an unsafe environment for their brands,” Nandini Jammi told Search Engine Land earlier this month.
However, advertising alongside trusted news sources can often help build trust in brands.
Privacy Considerations.
The ad also mentions privacy considerations for users, but when asked for a comment, Facebook’s response was vague:
“Privacy is fundamental to all the tools we develop and this product is no different.”
The social media platform is working under the Global Alliance for Responsible Media (GARM) to help improve digital security and this announcement is part of that initiative.
In an October 2020 blog, Michel Protti, Facebook’s chief product privacy officer, said that the social network’s updated privacy review process helps ensure that every new product or feature is built with privacy in mind, whatever which means you have the right tools and processes to help address potential risks and protect people’s information. “
It’s not yet clear how that process will come into play with the exclusion of new ad topics.
A Facebook communications spokesperson said:
“This is the first time that a Feed environment will be managed through controls.
Before launch, we need to understand the performance and effectiveness of the ads while respecting our commitment to privacy.
These factors mean it will be a complex and time-consuming process and we are committed to getting the job done to get it right. “
Why do we care?
Facebook’s trial topic exclusions for advertisers could give marketers more control over their brand security options.
Advertisers previously created block lists of keywords to exclude, but this option could give you more control over where ads are placed in the Facebook feed, especially when it comes to sensitive content.
It’s critical that advertisers take their exclusions seriously and understand what the implications of broad exclusions may mean for their brands and metrics.
While it makes sense for a children’s brand to exclude topics like crime and tragedy from its advertising, there may be more nuance for other types of brands in terms of news exclusions and social issues.
Source and photo: https://www.hebergementwebs.com/seo/facebook-pricación-exclusiones-de-temas-de-seguridad-de-marca-para-anunciantes
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