Facebook to decide who can cash in on ads

Remigio Civitarese
Settembre 13, 2017

Today Facebook introduces new limitations on what sort of content can be monetized on its network. Facebook faced controversy recently after it was discovered that Russian Federation had used ads on Facebook as part of a disinformation campaign, but the company has been criticized well before that for allowing sensational, false news onto its platform.

On Wednesday, Facebook said it would seek accreditation from the Media Ratings Council, a US non-profit organisation, for audience measurement services.

Facebook will also step up its monitoring of hate speech, adding 3,000 content reviewers to almost double the size of its existing team, Senior Vice President for Global Marketing Solutions Carolyn Everson said in a blog post. The company says: "With regards to brand safety, generally, people who view content in News Feed implicitly understand that the individual posts they see are not connected to or endorsed by the other posts in their feed - from brands or anyone else".

As part of the announcement, Facebook separately said it would offer advertisers more options for tracking where their ads appear - and eventually will provide a system that "clearly identifies the publishers that their ads ran on". Post-campaign reporting will begin rolling out in the coming months. Facebook admits its been accused of "grading our own homework", VP of global marketing solutions Carolyn Everson writes. These standards will apply to ad placements where context could matter, including in-stream ads and Instant Articles. "We're working hard to roll things out that give you more control over where your ads run, and more knowledge about where your ads run, before, during and after campaign". New monetization eligibility standards make clear what is not permitted on Facebook - including clickbait and sensational content.

While the guidelines do not cover every scenario, they are a good indicator of what types of content are likely to generate more revenue.

Advertisers have expressed growing concern that their brands and advertising dollars are being used to bolster objectionable content.

"As soon as we determine that content has breached our community standards, we remove it".

Altre relazioniGrafFiotech

Discuti questo articolo

Segui i nostri GIORNALE