DoubleVerify and OpenSlate are the first ad tech companies to receive certification in Facebook’s new brand safety program for marketing partners.
Facebook is launching a brand safety certification program for Facebook Marketing Partners. The tools applicable will be first timers DoubleVerify, an ad measurement platform, and OpenSlate, a video content rating platform, for marketers.
Even though Facebook has had brand safety controls in place for advertisers for some time, advertisers have been asking for third-party solutions to help manage brand safety on the platform.
For over a year now, Facebook has fielded brand safety concerns, content policy updates, and video metric missteps. Now the brand has decided to take some concrete steps to create a safer environment for advertisers.
The new brand safety certification program for Facebook Marketing Partners offers proprietary solutions to help Facebook advertisers review content options and control where their ads appear.
DoubleVerify offers advertisers a measurement platform to track viewability and monitor ad fraud. For Facebook, it is developing a new proprietary brand safety tool that will work through a Facebook API, monitoring Facebook in-stream video inventory, Instant Articles and Audience Network content. This tool will update block lists daily and also automate brand safety controls.
OpenSlate’s brand safety tool is independent analytics and rating platform delivering safety and suitability assessments for digital video content and has also received Facebook’s brand safety certification. It will also update block lists daily, after ingesting and analyzing data about every video on all ad-supported Facebook Pages.
This is an opportune time for Facebook to have these tools on board because of its increasing video data and more video ad inventory which translates to more brand safety concerns for advertisers. These third-party tools that are expected to be unbiased, offer marketers an added level of security