Marketing
Monday February 1, 2021 By David Quintanilla
Facebook Tests New Topic Exclusions for Advertisers Within News Feeds


Fb says that it’s going to quickly begin testing superior advertiser matter exclusion controls which can allow companies to cease their advertisements showing subsequent to sure matters within the Information Feed, based mostly on their model suitability preferences.

As defined by Facebook:

“We’re planning to check an answer that may enable an advertiser to pick a subject, like ‘Crime and Tragedy’. That choice would assist outline how we’ll present the ad on Fb, together with Information Feed. For instance, a youngsters’s toy firm could wish to keep away from content material associated to a brand new crime present, so they might choose the “Crime and Tragedy” matter.”

To be clear, Fb already affords related exclusion instruments for a few of its ad merchandise. Final September, for instance, Fb added new exclusions which allow advertisers to stop their advertisements from being proven in video uploads associated to chosen matters.

Facebook brand safety controls

As you possibly can see right here, Fb at the moment affords exclusions for ‘information’, ‘politics’, ‘gaming’, and ‘non secular and religious’ content material for video campaigns. This new check pertains to an entire completely different set of classes, and for content material that seems inside consumer Information Feeds, which is a much more advanced placement answer, given the variability and personalization of the floor.

Given these complexities, Fb anticipates that testing will take a while.

This product growth in addition to testing and studying in Information Feed will take a lot of the 12 months. These are new controls, and it’s essential we construct them with safeguards to guard individuals’s privateness as we proceed to maneuver ahead.”

It is an fascinating proposal, although one which, you’ll anticipate, can be tough to totally implement. 

However with elevated considerations across the utilization of Fb to, say, mobilize civil unrest, it is sensible for the platform to discover new methods to offer extra controls for manufacturers, with a view to assist them keep away from potential detrimental placement and affiliation.

At current, the brand new controls are solely being trialed with a small set of advertisers. We’ll preserve you up to date on any progress.



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