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Dec. 17, 2020 5:44 pm ET
Unilever PLC said it would resume advertising on Facebook Inc. in the U.S. after withdrawing over the summer amid calls for brands to protest the company’s handling of hate speech and misinformation on its platforms.
Civil-rights groups including the Anti-Defamation League and the NAACP asked marketers to pull ad spending from Facebook for July in a campaign they dubbed “Stop Hate for Profit,” saying the social-media giant hadn’t made enough progress battling hate speech and misinformation on its platforms.
They sought changes at Facebook including the appointment of a civil-rights expert at the upper echelons of the company and providing refunds to advertisers whose ads appeared next to objectionable content. Some advertisers also wanted more control over where their ads appeared in Facebook’s news feed, seeking to avoid objectionable content and posts by users.
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Social media platforms have long had an aversion to third-party verification and measurement tools, often filing the issue under user privacy concerns.
But brand safety is a bigger issue on marketers minds than ever. So Twitter has decided to up its game around brand safety through a first of its kind preferred partnership with verification vendors DoubleVerify and Integral Ad Science (IAS), announced on Monday.
The pact will expand Twitter’s current partnership with both vendors beyond viewability measurement to provide “independent reporting on the context in which ads appear on Twitter,” wrote Jonathan Lewis, senior director of product management at Twitter, in a blog post.
Twitter Reaches Brand Safety Measurement Partnerships With DoubleVerify, IAS
The social network will undergo the accreditation process across all four of the MRC’s offered services
Twitter will continue to partner with industry organizations
bombuscreative/iStock December 14, 2020
Twitter added to its brand safety efforts Monday, reaching measurement partnerships with DoubleVerify and Integral Ad Science and affirming its commitment to undergoing the Media Rating Council’s accreditation process.