Facebook standardizes monetization eligibility as content variety expands

Carolyn Everson Facebook 9175

Facebook has announced it is taking steps to address advertisers' concerns over brand safety by restricting the type of content that can be monetized around in-stream ads and Instant Articles.

In other words, creators should be "who they represent themselves to be, and have had a profile or Page on Facebook for at least one month", explains Grudin.

Facebook already has rules for the content from media publishers on its site, which are much stricter than what's allowed for the general community.

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 Facebook's platform and tools. Also, Facebook is requiring that publishers have a sufficient follower base to use certain ad products, Ad Breaks in particular. A report that came last week shows that Facebook reaches Americans more than rest of the world and this is why many fake Russian bank accounts managed to purchase ads of worth $100,000 in the last two years and none of these purchases were rectified till now.

This is a major ordeal since it could shape the styles of content made for Facebook Watch, the new unique programming center point it has launched where distributors procure 55% of advertisement income.

Carolyn Everson, the company's vice president of marketing solutions, said the moves are in reaction to advertiser fears about being paired with content that wouldn't reflect well on their brands.

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But as advertisers direct more dollars to digital, many are demanding proof that the ads are translating into sales, and are growing wary of the content to which their ads are connected. The guidelines don't cover every scenario, but should be used as an indicator of which types of content are likely to be eligible to generate revenue. Post-campaign reporting will begin rolling out in the coming months.

In a blog post, Nick Grudin, VP of Media Partnerships, outlined how the new "monetization eligibility standards" will work.

Throughout the list of content that could render publishers ineligible for monetization, Facebook notes that the rules can apply "even if the intention is to promote awareness or education" and even if the post is "in the context of news".

In addition, Facebook's team are also partnering with third parties such as DoubleVerify and Integral Ad Science to sure its brand safety tools and controls are serving advertiser needs.

"As soon as we determine that content has breached our community standards, we remove it".

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