JAKARTA - Soon, advertisers will be able to easily manage their ad placement on social media owned by Meta, Facebook and Instagram. A new content tool, it is designed to give advertisers control over where ads are shown in the feed.
This new tool will allow Meta to prevent ads from being placed next to inappropriate content, such as political posts, tragedies or violence.
The new content controls will begin testing in the second half of this year and plans to officially launch them in early 2023. Meta says it will focus on the English-language market for the testing phase.
Over the next year, Meta will also expand controls to include ads placed within Stories, video feeds, Instagram explore pages with additional languages.
“At Meta, we are designing conformance controls to give advertisers control over where their ads are shown,” Meta said in an official blog post quoted from TechCrunch, Friday, March 18.
“We previously announced our commitment to building content-based conformity controls to address concerns that advertisers have their ads appear adjacent to content that doesn't match their brand preferences. We have been working closely with Garm (Global Alliance for Responsible Media) as we developed these controls, which will be aligned with the Garm Suitability Framework."
In addition, Meta is also partnering with Zefr, a platform that allows companies to measure brand conformity. In fact, monitor and report on the context in which ads appear on Facebook.
The company will work to verify that ads only appear next to appropriate content. It is claimed that this content control tool is a Meta response to requests from advertisers who have repeatedly asked for more control over the placement of their ads online. This is useful, to ensure ads are not shown alongside unprofitable content.
Meta said they realized this tool might not address all the concerns advertisers had and promised to develop content-based controls in the future.
In addition, Facebook's algorithms are notorious for promoting inflammatory content and malicious misinformation. Because of this, Meta is under increasing regulatory pressure to clean up the platform and make its practices more transparent.
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