Facebook has launched a set of safety tools for advertisers that lets them white-list certain publishers for some of their placements. The platform is also testing the ability for advertisers to white-list the type of content they appear on for in-stream video ads. To do this, Facebook is working with companies that help advertisers with digital brand safety, including Integral Ad Science, OpenSlate and Zefr. Facebook hoped that the company would roll out those tools next year.

Going forward, advertisers will also be able to manage inventory filters and block lists for entire accounts, instead of having to apply to one campaign at a time, which Facebook said was a request made by advertisers. These changes, among other new capabilities, add on to the existing tools for brand safety. These tools are designed to maintain high quality ecosystem

Currently advertisers could already view where their ads might appear and where they did appear, and control where they appeared within content. They could also build a block list to prevent ads from appearing on specific publishers and add inventory filters to avoid being adjacent to any specific content. Now, the new safety measures made by Facebook has made its advertiser controls more sophisticated.
Additionally, Facebook has begun to form greater relationships with industry bodies. It has been hosting sessions with these organizations to educate members on how its operations team reviews content and enforces Facebook’s community standards. In a blog post, the company said it now employs 35,000 people across its safety and security divisions. Their remits include removing ‘billions’ of fake accounts, reducing the spread of fake news and taking down harmful or offensive content.

“While we have zero tolerance for harmful content on our platforms, we recognize that doesn’t mean zero occurrence,”. “It’s why we are tackling this challenge across the company working with industry, enlisting expertise across subject matters, and continuing to invest in the technology, tools and advancements that advertisers are asking for.” The social media company said.