Facebook Addresses its Audience Network Transparency Problem
Harmelin Digital Contributor: Dan DeLozier
Facebook has long been a premium destination for marketers, but concerns over lack of transparency within Facebook’s Audience Network and Instant Article placements has slowed the social media giant’s potential spend growth for some brands. This is about to change, with a new level of transparency across those placements.
What this means for marketers: On June 14th, Facebook announced plans to begin providing advertisers a list of where their placements may appear within the Audience Network and Instant Article placements. Harmelin has taken a cautious stance on these placements in the past, opting out of all controversial content categories and applying a custom blacklist, but this offering will aid in the ability to flesh out black lists, and assuage any advertiser concerns over where their ad may show up on placements outside of Facebook. At this point, there aren’t plans to show advertisers where their ads ACTUALLY ran after the fact, but armed with a list of sites prior to launching a campaign, Harmelin will be better prepared to ensure that advertisers’ ads are appearing in a brand safe environment.