Facebook has announced it is taking action to provide more clarity and controls for advertisers.

The updates include:

Third-party verification

Facebook is seeking accreditation from the Media Ratings Council and set a timeline of 18 months to audit, review and accredit Facebook measurement across three key areas:

• first-party served ad impression reporting;
• third-party viewability partner integrations; and
• upon launch, Facebook’s new two-second video buying option.

To date, Facebook has 24 partners in its measurement system, such as Oracle Data Cloud, Nielsen, Kantar Millward Brown, as well as three partners measuring viewability – Moat, Integral Ad Science and comScore.

The social media giant is in the process of adding two new viewability partners, DoubleVerify and Meetrics. Facebook is also in active discussions with JICWEBS on DTSG (UK) and working with the AGF (Germany) to find a new solution to report reach across media.

New partnerships

Facebook is partnering closely with third parties such as DoubleVerify and Integral Ad Science to ensure the brand safety tools and controls it creates serves advertisers’ needs.

It’s also the process of joining the Trustworthy Accountability Group (TAG) ‘Certified Against Fraud’ program.

Brand safety and new advertising controls

In addition to Facebook’s set of new advertiser control initiatives, by the end of this year it will begin to offer pre-campaign lists (beginning roll-out to advertisers) and post-Ccampaign lists (beginning roll-out in the coming months)

Monetisation eligibility standards and content guidelines

Facebook is introducing monetisation standards for publishers and creators, which will help improve advertising quality in Ad Breaks, Instant Articles, Branded Content and Audience Network, and keep financially-motivated bad actors from profiting off the platform and its tools.