Advertiser Controls

Use this lesson to learn how to use:

  • Placement opt-out
  • Inventory Filter
  • Live stream opt-out
  • Publisher lists
  • Block lists
  • Publisher delivery reports

Protect your brand

When you advertise on the Facebook family of apps and services, your ads can appear beyond Facebook, Instagram and Messenger. In-stream video, Instant Articles and Audience Network give you more opportunities to reach the customers you care about within unique, immersive experiences. But these placements are integrated with content, and some advertisers won’t want to be associated with content that doesn’t fit their brand.

Let’s look at the tools that help you control how and where your ads appear.

Ads that appear within publisher content

Here are some examples of the kinds of environments in which your ads can appear within publisher content.

Use these tools to control where your ads appear

We recognize that brands may want to avoid showing ads adjacent to content that doesn’t fit their brand, so we give brands the ability to make decisions about what type of content their ads may appear next to.

Generally, our Community Standards should prevent very controversial content, like nudity or excessive violence, from appearing on our platforms. For extra control, you can use the following tools to filter sensitive content and block URLs within in-stream video, Instant Articles and Audience Network.

You can use all, some or none of these brand safety controls, depending on the needs of your business or campaign.

Placement opt-out

At the Ad Set level, you can control where your ads will run. We recommend that advertisers select Automatic Placements in order to increase reach, but you can also manually control these placements. You can opt out of showing your ads in any placement, including in-stream video, Instant Articles and Audience Network.

Learn how you can deliver ads across placements and optimize delivery to get the lowest overall cost per result.

To select your placements in ad creation:

  1. Go to Ads Manager.
  2. Select Create Ad.
  3. Choose your objective, then select Continue.
  4. At the Ad Set level, define the target audience for your ad.
  5. Select Edit Placements in the Placements section.
  6. Select the box next to each placement to add or remove it. If you don’t see a box next to a placement, this means your ad type or objective doesn’t support the placement. You can also remove whole platforms by deselecting the boxes in the Platforms section.

7. (Optional) Select the Device drop-down to limit your placement selection to either Mobile or Desktop devices.

Inventory Filter (Ads Manager)

To use Inventory Filter in Ads Manager:

  1. Create an ad as usual in Ads Manager.
  2. Select Edit Placements in the Placements section at the Ad Set level.
  3. Select Show More Options.
  4. Under Exclude Content and Publishers, select Edit.
  5. Select Inventory Filter.
  6. Choose FullStandard or Limited (Standard is selected by default) for In-Stream Video and Instant Articles on Facebook. This filters video and article content.
  7. Select Audience Network. Settings you chose for In-Stream Video and Instant Articles on Facebook will apply by default, but you can change them. Most Audience Network apps are labeled by what they’re about, not by the content within.
  8. Complete your ad as usual.

Notes on Inventory Filter:

  • See what’s included in Full, Standard and Limited Inventory on in-stream video and Instant Articles and on Audience Network.
  • Inventory Filter allows you to control the type of content your ad appears within, but it doesn’t block URLs. For example, if you choose Limited, your ads won’t appear on some videos and Instant Articles rated as more sensitive. But your ads could appear on those same publishers. If you want to block URLs, use block lists.
  • If you’re not sure how to choose from Full, Standard or Limited, review our Best Practices For Brand Safety to learn why some advertisers might not want their ads to appear in certain places.
  • Restrictive brand safety settings may impact your campaign’s delivery and result in fewer people seeing your ad because we’ll have fewer people to potentially deliver your ad to.
  • We’ll do our best to prevent your ads from appearing within content you filtered out, but we can’t guarantee that your ad will never appear within this content.

Inventory Filter (Business Manager)

Business Manager Admins and Employees can also apply Inventory Filter settings to an ad account (a whole business or client) in Brand Safety Controls in Business Manager.

The advantage of applying Inventory Filter settings to an ad account is that when people in your ad account create ads, Inventory Filter settings will be applied automatically, even when they choose Automatic Placements.

To manage your Inventory Filter settings in Business Manager:

  1. Open Business Manager.
  2. Select Brand Safety.
  3. Select Inventory Filter on the left to view and edit your Inventory Filter settings.
  4. Select an ad account at the top. See if Inventory Filter settings have been applied. You can change the settings for in-stream video and Instant Articles on Facebook and/or Audience Network if you choose.

Exclude live streams

For the Facebook in-stream video placement, your ads can appear in Facebook live streams from approved partners.

To opt out of this placement:

  1. Under Placements, select Edit Placements.
  2. Scroll past the list of standard placements and select Show More Options.
  3. Next to Exclude Content and Publishers, select Edit.
  4. Under Exclude Partner Live Streams, select the box next to Don’t show ads in these live streams.

Publisher list

Download a list of places your ads could appear on Facebook in-stream videos, Instant Articles and Audience Network.

  • Review a list of the apps and Pages where your ads could appear.
  • Understand which publishers are new.
  • Use the list to inform your block lists.

To view the publisher list:

  1. Go to Business Manager.
  2. Select Brand Safety from the drop-down menu.
  3. Select Publisher list.
  4. Select Download Publisher List (the date below the download button indicates when the list was last updated).
  5. Open the downloaded zip file to find three CSV files, one each for:
    • Audience Network
    • Instant Articles
    • In-stream video

    For a full explanation of the details of each publisher list, please see Review Our Publisher List in the Ads Help Center.

Block lists

A block list is a .csv or .txt file that lists apps and Pages where you don’t want your ads to run. You can create one from scratch, or you can use the publisher list to get started.

You can manage and share block lists across teams and organizations. Set a block list at the account level to apply it to all campaigns within that account.

To create a block list:

  1. Create a document using Excel, Notepad or any software which will let you save as .csv or .txt.
  2. Paste the URL(s) you would like to block delivery to into column A. It might help to copy some entries from our list of URLs where your ads could appear.
    • To block a publisher across all placements, include all their URLs, in other words, Facebook Page URL and any app store URLs.
    • To block a Facebook Page for the in-stream video placement, add URLs in the format plus the ID of the Page. To find the Facebook ID of each Page, visit the Page, click About and copy the Page ID. For example, Page ID 12345678 would be listed in your block list as
    • A block list cannot contain more than 10,000 lines due to platform technical constraints. Try using multiple files.
  3. Save the block list with a name you’ll remember.

To upload a block list:

  1. Open Business Manager.
  2. Select Brand Safety from the drop-down menu.
  3. Select the Block Lists tab.
  4. Select the + Create Block List button.

5. Give your block list a name

6. Upload a Text File or click and drag to upload your .csv or .txt block list.

7. Select Upload.The upload may take a few minutes.

Block lists must be applied to start working.

To apply a block list in Business Manager:

  1. Open Business Manager.
  2. Select Brand Safety from the drop-down menu.
  3. Select the Block Lists tab.
  4. Find your block list, then select “” on the right.
  5. Choose Apply or Remove.

6. Depending on what you you want to do, choose:

  • Apply to all ad accounts to apply the block list to all ad accounts in your business. You won’t see this option if you’re not a Business Manager Admin.
  • Select ad accounts to apply the block list to specific ad accounts. Select or deselect ad accounts to apply or remove the block list.
  • Don’t apply to ad accounts now: This block list won’t be used with any ad campaigns until you apply it to one or more ad accounts.

Áp dụng danh sách chặn cho tài khoản quảng cáo

7. Select Save.

If you’ve selected Apply to all ad accounts, when someone in your ad account creates a campaign in Ads Manager, your block list will automatically be applied to your ad accounts at the ad set level.

Apply a block list in Ads Manager

This method is useful if you only want to apply the block list to this ad. Applying block lists in Business Manager helps avoid human error because the block list is automatically applied each time anyone creates an ad using your ad account.

To apply a block list in Ads Manager:

  1. Go to Ads Manager.
  2. Choose your objective, name your campaign and add your audience details.
  3. In the Placements section, select Edit Placements.
  4. Select Apply Block Lists.
  5. Enter the name of your block list in the text box, then select it. Or select Browse to choose your block list in the dropdown.

The block list is listed and has been applied to your ad. Now your ad won’t appear on the URLs you blocked.

Choose the rest of your settings and run the ad.

Facebook Marketing Partners can help you:

  • Review publisher lists.
  • Understand publisher content better through deeper analysis.
  • Identify publishers you may want to block.
  • Apply, share and delete block lists at Business Manager and Ad Account levels.

Learn more about brand safety certification for Facebook marketing partners.

Publisher delivery reports

Download a report on where your ads appeared and confirm that your block lists worked as expected.

To download the list:

  1. Open Business Manager.
  2. Select Brand Safety from the drop-down menu.
  3. Select Publisher Delivery Reports on the left.
  4. Choose Select an Account to choose an ad account. For example, an ad agency working for two clients might want to see where ads appeared for one client.
  5. Choose Select a Placement to choose a placement. For example, if you used a block list to prevent your ads from appearing on a particular Facebook in-stream publisher, you could select this placement to make sure your ads did not appear there.
  6. Select See Report to open your list. You will see Pages or Apps ordered by number of Estimated Impressions.
    • Use the search bar to look for particular publishers or apps.
    • Select other ad accounts or placements on the right.

7. (Optional) Select the Download Reports button to download lists for all available placements in a zip file.

8. Open the zip file to find .csv reports for Audience Network, Instant Articles and in-stream video.

9. Open each report to see where your ads appeared

How to read the report

  1. URL lists the URLs where your ads appeared.
  2. Organization/Brand/Content Creator may help you identify URLs you don’t recognize (this column may not appear in all reports).
  3. Page Name is included for Facebook in-stream only.
  4. Estimated Impressions gives the number of impressions for each URL, ranked from most to fewest.
  5. If you downloaded the list from Ads Manager by campaign or ad set, you might also see:
    • Campaign ID, which is useful if you don’t recognize the campaigns by name.
    • Campaign, which lists campaign names.
    • Ad Set ID, which is useful if you don’t recognize the ad sets by name.
    • Ad Set, which lists ad set names.
  6. The number of impressions are ranked from most to fewest within each campaign/ad set.

If you see publishers you want to block, add them to your block list. Learn more about how to read your publisher delivery report.

Key takeaways

  • There’s a spectrum of brand safety “risks” that may cause a brand concern: safety, sensitivity and suitability.
  • Use placement opt-out to keep your ads from showing on any placement you’re uncomfortable with.
  • Inventory Filter gives you extra control over the level of sensitivity of content your ads appear on Facebook Instant Articles, Facebook in-stream video and Audience Network.
  • Exclude partner live streams: Stop your ads from appearing in live streams for the in-stream video placement.
  • The publisher list lets you see a list of where your ads could potentially deliver.
  • Block lists enable you to block delivery of ads to specific apps and Pages.
  • Publisher delivery reports provide you with a list of where your ads ran within in-stream videos, Instant Articles and Audience Network.

Keep learning

This is the second of two lessons in the Brand Safety course. If you have not yet done so, please complete the first lesson, How We Keep Our Community Safe.

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