Advertisers Given Control Over Where Instant Article And In-Stream Ads Appear On Facebook

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Real Estate Agent with Online Buzz

Whereas you can get English homework help from this website and many businesses social network pages, ever since Facebook introduced new ad placement features like instant articles and in-stream video, the ads started getting targeted and placed on content relative to them. Sometimes this content contradicts the band values of the brands that are advertising. Many times, some brands did not want to be associated with the content they’re ads were being placed on.

Because of this, many leading ad executives, including Unilever CMO, Keith Weed complained and demanded better transparency around ad placement and safety issues. Brand safety ended up becoming a major issue for advertisers on Facebook and other digital marketing platforms. Facebook then had to develop a set of controls that would allow brands and advertisers to dictate the type of content that their ads appear next to.

Advertisers on Facebook already were provided with the ‘publisher delivery reports tool’ where advertisers can view a complete list of sites and apps where their ads have appeared to. They can view this by downloading the Facebook in-stream, Instant Articles and Audience Network Publisher delivery reports by going to the Ads manager button on the platform, clicking on the three-dash menu icon on the top left and selecting the business setting from the drop-down menu. When you click manage you are provided with a selection labeled ‘see where ads could appear’.

Advertisers can then go through this list and block the specific unwanted audiences accordingly to exclude their ads from appearing on audiences that conflict with their brand values. A good example of these audiences most times includes debatable social issues like religion and politics,   gambling and dating pages.

Advertisers can go through and update their block lists whenever they want as new publishers are added. To make the blocking process easier, advertisers will not have to log-in to each specific campaign or set of ads so as to apply the block, they can set the block criteria from the account level. This will make their audience list or block list consistent for hundreds or thousands of current and future advertisement campaigns.

Advertisers complained that when you block a publisher after the undesired impression had already been made by their content having already appeared against the conflicting publisher, then, there is only so much you can do. The damage had already been done. This prompted Facebook to also decide to provide advertisers with pre-campaign transparency where they offer publisher-level transparency upfront across the Audience network, Instant Articles, and In-stream ads. The advertisers can be able to view where their list of ads will be delivered to even before their campaign goes live.

Facebook announced in June of 2017 that it would start giving more insight to instant articles and in-stream video publishers. These set of controls that are progressively being applied are vividly showing that the company is intending to keep their word. The company also stated that ads are not shown against the blocked content category; it cannot guarantee 100 percent success yet.

The competition is already stiff for social media platforms and each one of them is looking for new ways to capture corporate customers. For consumers and targeted potential customers like you and me we simply have to wait and see the new features that will be unraveled by these big companies. The major beneficiaries of the features will be influencers, advertising companies and businesses advertising their products on social media. As consumers, we will benefit from better targeted content, reducing irrelevant advertisements that we may not be interested in.

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Jul 25, 2019 03:33 AM #1
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