Increasing Transparancy of Facebook Advertising By Media Junkies

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Increasing Transparency of Facebook Advertising
A Game Changer
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In September 2017, Facebook announced one of its
most revolutionary changes to date. Something
described by CEO Mark Zuckerberg as maybe the
most important step were taking. It will affect
all users, particularly businesses placing
advertising with the digital giant.
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In a nutshell there will be much greater
transparency around advertising. All users will
be able to see who is placing any given ad, and
by implementing new tools within the platform,
Facebook will give users the capacity to view
other ads being run by the same advertiser. The
performance of the ad will also be public
property. This bold move is designed to encourage
users to assist in reporting violations of their
policies or inappropriate content.
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Although Facebook already have fairly stringent
policies around content, advertisers will now be
subject to even stricter guidelines designed to
ensure that there is not even a hint of violence
or dubious coercion taking place.
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As of June 2017, Facebook has 2 billion monthly
users making it the most popular social media
platform in the world. This massive proliferation
to become a major global influencer is not least
due to the highly intuitive targeting capacity of
the advertising platform. Sensitive matters such
as religion, politics, the LGBT community and
even topics such as music, art and science are
all subject to the influence of Facebooks highly
powerful marketing capability. Because of this,
Facebooklike any businesshas a corporate social
responsibility to uphold, and in the recent US
election it looks like this responsibility was
flailing due to nefarious forces.
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Between 20152017, a Russian entity using
inauthentic accounts ran more than 3000 ads
apparently designed to influence election results
and encourage social divisions making it a major
abuse of the platform. Zuckerberg has been very
public in his response to this violation and has
promised that the ads will be submitted to US
Congress for further investigation.
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No doubt this has been a challenging experience
for Zuckerberg and his team, however it makes for
exciting times in digital media marketing with
the full extent of these changes yet to be
witnessed.  
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