Facebook introduces new brand safety controls for advertisers

Facebook yesterday introduced new brand safety controls for advertisers. There are 3 brand safety options available: Limited inventory, Standard inventory, and Full inventory.

Here the explanation for each brand safety category:

• Limited inventory offers maximum protection, similar to the opt-in category exclusions available today.
• Standard inventory provides moderate protection and is the default choice when placing ads. This is the same as no category exclusions today.
• Full inventory selects minimal protection and ads may be delivered to all eligible content.

According to Facebook, depending on the advertiser selection, the ads would be shown within in-stream, Instant Articles or Audience Network web placements where there is no strong language (Limited), a few instances of strong language (Standard) or multiple instances of such language (Full).

The brand safety filter applies to ads delivered within Instant Articles, Audience Network, and Facebook in-stream video.