Meta has achieved a significant new milestone in brand safety, with The Media Rating Council (MRC) which accredits Meta’s ad placement policies and procedures in its advertising products.
As explained by Meta:
“In August 2020, we committed to undertake and release independent third-party assessments of our brand safety and suitability solutions. This accreditation from the MRC follows a comprehensive audit carried out by independent CPA auditors engaged by the MRC who reviewed the brand safety policies, controls and processes we have in place to ensure a safe and appropriate advertising environment on our platforms.“
The MRC’s brand safety accreditation process involves analyzing an ad platform’s ability to ensure that its ads are delivered to the intended audience safely (ie not displayed alongside potentially offensive content).
The five key elements of this assessment are:
- Website context
- Ad placement
- Competitive separation
- Fraud tracking.
As Meta notes, to achieve accreditation, a platform must undergo a comprehensive MRC audit, which examines these elements and more, and assesses whether they meet industry standard requirements.
Which apparently Meta’s ad system now does, with the assessment covering Meta’s Affiliate Monetization Policies, Content Monetization Policies and belonging brand safety and content-level suitability checks applied to Facebook In-Stream Video and Instant Articles in desktop, mobile web and mobile in app.
“Meta is a leader when it comes to security and privacy in the technology space, and our goal is to continue to raise the bar for the industry by creating secure environments. We will continue our commitment to transparency so people can hold us accountable and businesses can feel confident doing business with us.”
I mean, Meta’s ad system has other issues with ad delivery right now, with Apple’s ATT data privacy calls reducing its ability to deliver ads to specific audiences. However, in terms of placement and reporting, the MRC accreditation will provide additional assurances to ad partners that their ads are indeed reaching the audience Facebook’s Business Manager platform says they will, while Meta also continues to add more controls for placement and brand safety.
Also worth noting, the assessment looked specifically at Meta’s machine learning element, which is becoming a bigger part of its ad targeting process, due to the aforementioned effects of Apple’s iOS update.
It’s a positive update in what has been a not-so-positive year for Meta’s ad business, but with this accreditation and its ever-evolving ad automation tools, Meta’s ad business will look to get back on track in 2023.