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April Mini Buzz

Facebook Adds Brand Safety Filter

What’s the lowdown?

Facebook is ratcheting up brand safety once again. The platform is introducing an inventory filter with three options based on risk-tolerance level. Buyers will have more control over contextual ad placements across Audience Network, In-stream Video and Instant Articles.

What does this mean for you?

Until now, buyers had to make a choice with Facebook’s extended audience network – run campaigns with rudimentary brand safety controls or choose to skip the network completely.  Now Facebook offers this improved inventory filter which presents a viable option for brand-safety-focused advertisers to run across Facebook’s extended network, albeit at smaller reach and higher CPMs.

Our Thoughts?

We encourage our clients to employ the highest standards of brand safety when running across exchange inventory – and Facebook’s network is no exception.  These new inventory filters will protect your brand reputation and decrease risk of poor content adjacency – which will more than offset the modest increase in CPMs.

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