{"id":8349,"date":"2021-01-29T22:07:41","date_gmt":"2021-01-29T22:07:41","guid":{"rendered":"http:\/\/localhost:10151\/?p=8349"},"modified":"2021-01-29T22:07:41","modified_gmt":"2021-01-29T22:07:41","slug":"facebook-surprises-brands-with-a-test-to-see-if-it-can-tame-news-feed","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/facebook-surprises-brands-with-a-test-to-see-if-it-can-tame-news-feed\/","title":{"rendered":"Facebook Surprises Brands with a Test to See If It Can Tame News Feed"},"content":{"rendered":"<p>Facebook is trying to make News Feed safer for brands, testing a way to control what posts appear in the vicinity of ads at the advertisers\u2019 discretion, which is a highly technical feat that some in the industry thought would be near impossible.<\/p>\n<p>The social media giant today announced that it was experimenting with the new tools for a select group of unnamed advertisers. \u201cThese controls will help to address concerns advertisers have of their ads appearing in News Feed next to certain topics based on their brand suitability preferences,\u201d Facebook said in the announcement on Friday.<\/p>\n<p class=\"paragraph-newsletter-3\">In July,\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/digital\/facebook-promises-better-guardrails-brands-scared-chaos-its-news-feed\/2267286\">Ad Age was the first to report that Facebook was working on the News Feed problem<\/a>, as it was responding to an outcry from advertisers worried about a rising tide of hate speech and disinformation. At the time, Facebook had brand safety controls in place in other areas of the platform, but News Feed was a more difficult environment to crack. News Feed is where 1.84 billion daily users receive streams of content tailored to their interests. The prospect of filtering all that activity to make it predictable for advertisers is daunting.<\/p>\n<p class=\"paragraph-newsletter-4\">Brands have been concerned about abusive posts and videos appearing alongside their messages. It\u2019s a problem that has plagued many companies in social media, including Twitter and YouTube, where everyday users create most of the content.<\/p>\n<p class=\"paragraph-newsletter-5\">Facebook has been working with industry groups like the Global Alliance for Responsible Media, an offshoot of the World Federation of Advertisers, to design new brand safety protocols. The effort has attracted a number of platforms to cooperate on issues like defining what constitutes hate speech online. Twitter, YouTube, Reddit, Pinterest, Snapchat and TikTok have also\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/digital\/ad-industrys-plan-regulate-dark-side-social-media\/2278246\">joined in the industry-wide initiative<\/a>. But each platform has unique challenges\u2014for Facebook, News Feed is one of them.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-6\">On Friday, Facebook said it would offer \u201ctopic exclusion tools.\u201d As an example, Facebook said a brand could select topics like \u201ccrime and tragedy,\u201d which could be useful for, say, a toy brand. By applying that filter, Facebook would try to prevent the toy maker from showing up in a person\u2019s News Feed when the other content on the page is related to \u201ccrime and tragedy.\u201d<\/p>\n<p class=\"paragraph-newsletter-7\">Facebook declined to comment beyond its public announcement. So it is unclear how many exclusion topics are available.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-8\">\u201cProviding advertisers topic exclusion tools to control the content their ads appear next to is incredibly important work for us, and to our commitment to the industry,\u201d Carolyn Everson, VP of global marketing solutions at Facebook, stated in the announcement. \u201cWith privacy at the center of the work, we\u2019re starting to develop and test for a control that will apply to News Feed. It will take time but it\u2019s the right work to do.\u201d<\/p>\n<p class=\"paragraph-newsletter-9\">Privacy concerns are\u00a0one of the issues that has prevented\u00a0Facebook from sharing too much information with brands about the content that is served to individual users. That makes it harder to give brands context about where ads run.<\/p>\n<p class=\"paragraph-newsletter-10\">Brands have been pushing for more transparency though, especially in the past year. Marketers\u00a0grew concerned about how social media sites were being co-opted by groups that spread hate speech and disinformation. Advertisers took a close look at Facebook during the racial justice protests of 2020 after an outcry by civil rights groups that claimed the company did not do enough to purge hate speech. In July, the NAACP and Anti-Defamation League led a boycott in which more than 1,000 brands pulled ads from Facebook. Verizon, Bayer, CVS Health, Dunkin Brands, Kimberly Clark Corp., Mars Inc., PepsiCo and a litany of other major corporations joined the protest.<\/p>\n<p class=\"paragraph-newsletter-11\">The\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/digital\/facebook-winner-facebook-ad-boycott\/2271946\">Facebook brand boycott did not harm the company\u2019s bottom line<\/a>; it grew in total number of advertisers last year to more than 10 million. But Facebook promised changes that would improve brand safety.<\/p>\n<p class=\"paragraph-newsletter-12\">Facebook claims to catch at least 95% of posts that would qualify as hate speech before they are seen publicly. To provide more confidence about its enforcement, Facebook has committed to independent audits of its systems to prove the effectiveness.<\/p>\n<p class=\"paragraph-newsletter-13\">Joshua Lowcock, chief digital and brand safety officer at the media agency UM, has been working with Facebook and other platforms to fix the problems that have plagued social media.<\/p>\n<p>Read Full Article on <a href=\"https:\/\/adage.com\/article\/media\/facebook-surprises-brands-test-see-if-it-can-tame-news-feed\/2309676\">Ad Age<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Facebook is trying to make News Feed safer for brands, testing a way to control what posts appear in the vicinity of ads at the advertisers\u2019 discretion, which is a highly technical feat that some in the industry thought would be near impossible. The social media giant today announced that it was experimenting with the [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-8349","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook Surprises Brands with a Test to See If It Can Tame News Feed - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/facebook-surprises-brands-with-a-test-to-see-if-it-can-tame-news-feed\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook Surprises Brands with a Test to See If It Can Tame News Feed - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Facebook is trying to make News Feed safer for brands, testing a way to control what posts appear in the vicinity of ads at the advertisers\u2019 discretion, which is a highly technical feat that some in the industry thought would be near impossible. 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