Meta has made significant progress and investments in brand safety and suitability controls.
The Media Rating Council (MRC), gave Facebook’s parent company, Meta, accreditation for their brand-safety efforts on Facebook In-Stream Video and Instant Articles in desktop, mobile web, and mobile in-app.
But first, what is the MRC?
Meta says, “The MRC is a nonprofit industry organization whose goal is to ensure metrics and measurement across the media industry are valid, reliable, and effective. The MRC also works with the Global Alliance for Responsible Media (GARM) in developing MRC’s industry standards around brand safety and suitability, which aim to ensure harmful content is not monetized.”
What are MRC requirements?
Meta claims they conducted in-depth preparation prior to the external audit, during which they provided data and evidence for the auditors to test their systems and conduct their assessment. Meta says that through the external audit, they demonstrated to the MRC that their processes and systems meet its rigorous requirements across several areas, including:
- Enforcement of Content and Partner Monetization Policies through machine learning and human review
- Quality assurance of business partners and performance measurement
- The controls made available to advertisers on the platforms
- Brand safety reporting and disclosures
- Testing further brand suitability.
Is Meta continuing with this feature?
Meta also announced in March that they were testing a content-based inventory filter for Facebook Feed and Instagram Feed. “We will continue to iterate on the brand safety and suitability solutions we make available to businesses and plan to extend the MRC audit to the content-based inventory filter controls for Feed once they are generally available,” Meta says.
Meta deserves credit for this safety feature. In addition to the numerous safety measures implemented, they also reinstated their political ad restrictions.
It seems to be working hard to regain its reputation, and it’s climbing the ranks again as far as giving marketers more control over their brand safety options.