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Facebook bans monetization of violence, porn, drugs, hate

Facebook bans monetization of violence, porn, drugs, hate
From TechCrunch - September 13, 2017

Facebook wants content creators to earn money, but not at the expense of the family friendly social network its built, or the integrity of its advertising clients. So today Facebook established formal rules for what kinds of content cant be monetized with Branded Content, Instant Articles, and mid-roll video Ad Breaks. These include depictions of death or incendiary social issues even as part of news or an awareness campaign.

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

Facebook also plans to give advertisers more transparency into who sees their campaigns and where so they know their brand isnt being placed next to disagreeable content.

In the coming months Facebook will begin showing pre-campaign analytics of which publishers are eligible to carry an advertisers campaigns on their Instant Articles, video ad breaks, and off-site Audience Network inventory. That will start rolling out next week with full-lists available by October. And in the coming months, Facebook will provide post-campaign reporting on all the placements where ads were shown.

Finally, Facebook is taking more steps towards third-party verification against ad fraud. Facebook admits its been accused of grading our own homework, VP of global marketing solutions Carolyn Everson writes. Thats after several scandals involving bugs messing up ad metrics reported to clients, and agency execs claiming video ad viewability rates are only 20% to 30%, well below industry benchmarks.

Thats why Facebook is joining the Trustworthy Accountability Group (TAG) Certified Against Fraud program. Its also seeking accreditation from the Media Ratings Council over the next 18 months for its ad impression reporting, third-party viewability, and two-second minimum view time video ad buying. Its also working on adding DoubleVerify and Meetrics to its existing list of 24 third-party ad measurement partners.

These certifications and analytics could give Facebooks advertisers confidence that their ads arent being shown next to bad content, are actually being viewed, are being counted properly. That could in turn convince them to pour more cash into Facebook, which earned $9.32 billion in revenue and $3.89 billion in profit last quarter.

Unmonetizable Content

Todays formalization of monetization rules unifies Facebooks existing Community Standards, Page Terms, and Payment terms, plus goes into more specificity about exactly what cant be monetized. Facebook says it will notify publishers if ads are removed from their content, and they can appeal the decisions.

Heres Facebooks list of prohibited content types:

Misappropriation of Childrens CharactersContent that depicts family entertainment characters engaging in violent, sexualized, or otherwise inappropriate behavior, including videos positioned in a comedic or satirical manner. For example, situations where characters sustain serious personal injury, are involved in vile or shocking acts, or involved in behavior such as smoking or drinking .

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