Facebook standardizes monetization eligibility as content variety expands

Facebook said it will provide post-campaign feedback to advertisers that clearly identifies the publishers that ran their ads

"That being said, content adjacency might still be a concern for other ad placements in which the disconnect between content and advertisement may not be as clear, such as Instant Articles and in-stream ads on Facebook, and placements on publisher's sites and apps through Audience Network".

"With regards to brand safety, generally, people who view content in News Feed implicitly understand that the individual posts they see are not connected to or endorsed by the other posts in their feed-from brands or anyone else", wrote Carolyn Everson, Facebook's VP Global Marketing Solutions in a blog post.

Facebook said it's also releasing new tools so advertisers know what publishers ran their ads.

XAutoplay: On | Off Facebook introduced what it calls monetization eligibility standards that explains the ground rules for publishers and content creators, along with guidelines on the kind of content that can be monetized.

Facebook is clearly looking to get ahead of the brand safety concerns Google faced this spring when major brands and ad agencies boycotted its digital properties over offensive videos on YouTube. These apply to videos on Facebook today, and will extend to Instant Articles over time. The guidelines don't cover every scenario, but should be used as an indicator of which types of content are likely to be eligible to generate revenue. That will start rolling out next week with full-lists available by October. This month Facebook executives told congressional investigators that it unwittingly sold $100,000 worth of ads during the USA presidential election to a Russian company that was targeting voters.

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With early indications that Watch is drawing an audience, coming out with standards early in its roll out gives Facebook an opportunity to build a quality environment.

At the same time, Facebook's vice president of media partnerships, Nick Grudin, used a blog post to introduce the new content monetization standards and guidelines.

Other hot button content areas Facebook has made a decision to keep advertisers away from: any creators who appropriate children characters and has them doing adult things (violence, sex, drug use), along with articles on tragedies.

Publishers that "share clickbait or sensationalism, or post misinformation and false news may be ineligible or may lose their eligibility to monetise", Facebook said.

"Facebook is this huge, huge, huge platform, and they haven't really been monetising original content in the same way as YouTube has", said Mr John Montgomery, executive vice-president for brand safety at GroupM, a media investment group for the advertising giant WPP. The company removes the content if it violates these standards.

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