Facebook Is Making Its Biggest Play to Improve Brand Safety, but Is It Enough to Gain Marketers’ Trust?

New tools detail transparency and set guidelines for creators

A Facebook vp addressed the Cambridge Analytica scandal at Shoptalk. Getty Images
Headshot of Lauren Johnson

For the past year, Facebook has been dogged by a stream of concerns from marketers about measurement and transparency issues plaguing the platform’s ad business while other brand safety questions swirl. Meanwhile, two incidents last week—a report that Facebook reaches more Americans than U.S. census data shows and news that fake Russian accounts purchased $100,000 of ads between June 2015 and May 2017—don’t help marketers’ lingering trust issues with the platform.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.