Face­book pledges to im­prove stan­dards for ad­ver­tis­ers

Irish Independent - Business Week - - BUSINESSWEEK - Douglas Busvine

FACE­BOOK says it has tight­ened its rules on who can make money from ad­ver­tis­ing on its net­work, in re­sponse to crit­i­cism that it is too sim­ple for providers of fake news and sen­sa­tional head­lines to cash in.

The new stan­dards co­in­cided with an ap­pear­ance by COO Sh­eryl Sand­berg, pic­tured, in Ger­many, one of Face­book’s tough­est crit­ics on hate speech and safe­guard­ing privacy.

Face­book, to­gether with Google, ac­counts for around two-fifths of in­ter­net ad­ver­tis­ing, which is fore­cast by con­sul­tancy Zenith to grow by 13pc to $205bn this year – over­tak­ing TV as the big­gest chan­nel for com­pa­nies to pitch their wares to con­sumers.

But mar­ket­ing ex­ec­u­tives have crit­i­cised Face­book for fail­ing to en­sure that the dig­i­tal ads dis­trib­uted to its more than 2 bil­lion ac­tive users reach their in­tended au­di­ence. It has also drawn crit­i­cism from ma­jor ad­ver­tis­ers for in­flat­ing au­di­ence fig­ures and not ad­e­quately track­ing ads, which were some­times placed along­side con­tent detri­men­tal to the brands be­ing pro­moted. “We take very se­ri­ously our re­spon­si­bil­ity to earn and main­tain the trust of peo­ple in busi­nesses,” Sand­berg told dmexco, a dig­i­tal mar­ket­ing gath­er­ing in Cologne. “We hear their con­cerns about safe en­vi­ron­ments, about stan­dards, about mea­sure­ment, and this is crit­i­cal to us,” she said. (Reuters)

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