From this article, “Facebook urges brands to define their safety tolerances“:
Facebook: Safe < Tolerable < Suitable.
Jon Steinback, Facebook’s director of product marketing for EMEA and global channels, spoke exclusively to WARC to provide more detail about the company’s attempts to create a safer environment for brands.
… Facebook has also introduced a three-tier model for identifying content that is safe, suitable and that brands would be prepared to tolerate. (For more, read the full article: Facebook on why advertisers must understand their own brand safety ‘tolerances’.)
TrustedOut: Safe < Suitable < Consistent
We totally agree with Facebook, and even farther, we believe the true goal for a brand is to be consistent, in July, we wrote:
Facebook: “Safe” is the minimum
At the most basic level, Facebook promises to keep all brands “safe” from the most offensive material with its content “floor”, policed by its enforcement teams and technology.
We agree again. This is the basis level. Mostly made of keywords.
TrustedOut: Is “basic” enough for your brand?
Of course not.
Facebook: define their own “tolerances”, and create a media strategy
“… the social network is urging brands to define their own “tolerances”, and create a media strategy that is harmonious with campaign goals and business aims.”
Agreed. Of course. Keywords are not enough.
Mandatory need for brand values tolerances. And brand values are perceived. This can not be dealt with this keywords. Entering perceptions.
And perceptions made by humans are biased, not up to date and not universal on all matters. Must be done by a machine. A machine taught with myriads of content… Here we are.
TrustedOut: Tolerance controlled via Whitelisting definition.
Here starts TrustedOut’s Corpus Intelligence.
Here starts the need to define the “tolerance” limits on what your brand can support.
Here starts the whitelisting definition, as large as tolerable by your brand for a campaign.
Facebook: Suitable. safety is not being in a situation that can be embarrassing.
“Then it also encourages advertisers to consider the kinds of content which one might not categorize as offensive, but which are likely to jar when appearing alongside a particular type of brand.
“For some people, safety is not being in a situation that can be embarrassing for them,” he said. “The important thing for us is that we provide the right level of controls and also that transparency is inherent in this.””
Bingo, This is where TrustedOut excels.
Let us manage, globally, per campaign, all your whitelists. Always updated. Always right.
TrustedOut: Here starts Brand Consistency.
Here starts the brand consistency. Make sure your brand is consistent everywhere, all the time.
Here starts the fine tuning of the alignment of your brand for a campaign, a product, a target and media publishers.
Here starts the benefit of the publisher’s brand value for your brand. The publisher is no longer a space to advertise but an echo chamber for your brand.
Here advertising is not only pushing for a message, it strengthens what has the most critical value for your business: your brand.