In the last two years, Facebook found significant concerns in data privacy and security. New measures were made to approach ad restrictions, data use, and transparency. In the past few months, they are reviewing policies on civil rights and political campaigns. Facebook published its final report on its civil rights audit last 08 July 2020. Today, Facebook updates its brand safety and content monetization. These updates are about political ads and transparency.
Facebook’s Progress in System Transparency
The updates include Facebook’s progress in making its system more transparent. The Media Rating Council and Global Alliance for Responsible Media (GARM) will play a key role in auditing the following policies and control:
- Partner Monetization
- Content Monetization
- Brand Safety Control
- Reporting Accuracy
Facebook highlights the importance of brand safety. The biggest challenges are hateful content. To strengthen brand safety, Facebook is now working with partners including GARM and the Digital Trading Standard Groups. They also hold sessions with other industry bodies. The end goal is to achieve the gold standard of the Interactive Advertising Bureau (IAB).
Facebook updates its brand safety and content monetization as of 17 July 2020.
Implications for Marketers:
Facebook is working hard to uplift brand safety and content monetization standards. This is to increase trust in Facebook marketing. Marketers can benefit once Facebook achieves IAB’s gold standard. Today, people are bolder and smarter in patronizing online brands. They refrain to buy from brands with political and social biases. Content monetization standards guide marketers to monetize their content without biases. Brand safety controls protect them from the effects of hateful comments and posts.
Reference: https://www.facebook.com/business/news/updates-to-our-continued-investment-in-system-transparency/#
