All your naughty content is making Facebook’s advertisers freak out.
The social network announced today that it’s changing the way it reviews where ads appear on its site in order to shield marketers — the company’s revenue lifeblood — from having their ads show up on potentially offensive Pages.
It seems advertisers expressed their worry to Facebook about the placement of ads next to controversial content. This could include Pages, or Facebook’s term for brand-specific Timelines, and Groups devoted to sexual and violent matters. Next week, the company will comb over its Pages and Groups to determine which should receive the “ad-restricted” label. Facebook would remove any advertising from those Pages after the review.
“Like any digital platform, we’re not going to be perfect, but we will be much better. We’ll continue to work aggressively on this issue with advertisers,” Facebook announced in a statement today. “While we already have rigorous review and removal policies for content against our terms, we recognize we need to do more to prevent situations where ads are displayed alongside controversial Pages and Groups. So we are taking action.”
Facebook provided the example of business pages that sell sex toys. It once felt comfortable placing ads next to a sex toy brand, but it will now consider this as a no-go zone for advertising after the review. For the time being, Facebook plans to have employees manually restrict pages, but it plans to build a way to automate this process soon.
VB's research team is studying web-personalization... Chime in here, and we’ll share the results.