Digital Brand Safety Management

Michael Delpierre, CEO of Conversion Pipeline, was featured on an RT America segment to talk about Digital Brand Safety Management for Advertisers.

Facebook & YouTube have been under scrutiny lately because Advertisers have not been able to control where their ads are being served on their respective platforms. In order to protect Advertiser’s brand safety, YouTube and Facebook have made platform changes to allow Advertisers to have better control over ad placement.

Facebook Video Advertising

Issue: Brands can’t control where their video ads are being displayed on Facebook’s advertising platform.

Potential Solution: Facebook does offer 3 different targeting options for blocking ads from running alongside certain types of content within their advertising network.

Placement opt-out – Advertisers can opt-out from showing their ads in Instant Articles, In-Stream Video or Audience Network.
Category blocking – Advertisers can prevent their ads from running next to certain categories of content which include, Mature, Tragedy & Conflict, Debatable Social Issues.
Block lists – Advertisers can block their ads from running on specific websites or apps within Facebook’s Audience Network. Play close attention to this as we have written an article outlining where social dating platforms like Tinder have ad placements from Facebook. You can read the article here.

Even with these options to filter out where an Advertiser’s ads cannot be seen, control over advertising placement is still very limited. For instance, a Facebook advertiser cannot tell Facebook where they want their ads to be seen. Instead they are able to tell Facebook where they do NOT want their ads to be seen. Advertisers are relying upon Facebook to understand user-generated content and their audience. Since Facebook deals with content published on a real-time basis, filtering out “suspect content” will be tough for Facebook and Advertisers who worry about brand placement.