Facebook is giving a complete view to the advertisers, on how and where their ads will be placed before the campaign is launched.
The platform has extended its ads serving of Instant Articles and In-Stream Videos, for detail report on the publishers where the ad will be served, so that advertisers can choose and block from the list of publishers which looks suspicious or has audience mis-fit. This gives power to the advertiser to review the publisher monetizing its video content or instant article and adjudge its audience power.
Advertisers can also download the delivery reports of the ads served while the campaign is active so that the advertisers can exclude publishers accordingly.
With increased advertising, uncontrolled publishing from unspecified publishers may result in phishing and other activities which might have adverse effects and prove detrimental for the platform and the advertiser. They may have taken these measures considering these consequences.
Though the feature looks interesting, a lot of advertisers might not find the feature to be fruitful. As they would only be able to do so if they’re aware of the publishers, which means their ads may still appear on publishers they’re oblivious of. Thus, downloading the report once the ad is served is a damage done.
Advertisers may not get full control over the publishing of their ads as it would lower the site’s monetization rate because they wouldn’t be able to operate and run ads at the scale they would want to.
With Facebook constantly adding and testing new features for the users, they have taken this step towards protecting the interests of advertisers. Advertisements on the news feed and now in the in-stream videos and Instant Articles have contributed to generating a significant amount of revenue. Facebook’s this step may not be commendatory as it does not give the full command to the advertisers but maybe that’s because how they want to keep things running.