Facebook’s rapprochement to the ad industry includes clear warnings that the company cannot control everything it publishes. It is introducing tools to pre-screen influencers whom a brand may engage through Facebook.
Carolyn Everson, is on a mission to make Facebook safe for brands. Everson, the Facebook vp of global marketing solutions, has made the twin issues of transparency and brand safety a cornerstone of her talks with the advertising world for much of the past year.
Today, at the technology conference Dmexco, outside Cologne, Germany, Everson released an op-ed outlining the path forward for Facebook to address problems on both fronts, giving marketers reliable data about their ad campaigns and establishing content ground rules for the social network, especially in its new video hub called Watch. That’s where any video creators can host a channel for their show, and share in ad revenue just like on YouTube.