Friday, 22 September, 2017

Facebook issues tougher norms for content creators to advertise on its network

Facebook tightens rules on who can make money from ads Facebook tightens rules on who can make money from ads
Cecilia Poole | 15 September, 2017, 00:37

In its latest step to combat false stories and sensational headlines on its platform, Facebook (FB -0.2%) has narrowed its rules about who can earn ad money and how.

The company is not only clamping down on what can be monetized, it is also doing more to keep advertisers happy, including using third-party verification to measure ad performance.

The company will seek accreditation from the Media Ratings Council for audience measurement amid criticism that Facebook has inflated those figures.

As a result, Facebook is now trying to manufacture new tools hoping that the platform can comfort and clear all the doubts that the advertisers have.

"We hear them loud and clear", Everson wrote.

Facebook is in the process of adding two new viewability partners - DoubleVerify and Meetrics.

Everson authored a post outlining Facebook's work across several areas, which also points to new brand safety tools, new partnerships, and Facebook's monetisation eligibility standards and guidelines. These standards will apply to ad placements where context could matter, including in-stream ads and Instant Articles. This pre and post campaign reporting system being provided by Facebook will help brands exercise greater control over where their content appears.

This is a big deal because it could shape the styles of content created for Facebook Watch, the new original programming hub it has launched, where publishers earn 55% of the ad revenue.

"With a community as large as Facebook, however, zero tolerance can not mean zero occurrence".

"As soon as we determine that content has breached our community standards, we remove it". Your content may be impacted by these guidelines, but will remain on the platform provided it meets our Community Standards.

The move doubles its existing team.

Grudin said that even if content is eligible for ads, some brands and advertisers may choose to use brand safety controls to tailor where their ads run.

We want to support a diverse range of creators and publishers, which is why we've introduced a range of monetization options, including Branded Content and Instant Articles. Similarly, the new guidelines of Facebook will address such kind of concerns including where the ads should be published and what kind of ads should be shown to what kind of audience, etc.

Another is that creators and publishers must have an "authentic, established presence on Facebook", meaning they have had a profile or Facebook page for at least one month. That will start rolling out next week with full-lists available by October.

The ad sales were tied to a Russian business with a history of pushing pro-Kremlin propaganda, the Washington Post reported.

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