Media owner spotlight: Facebook on why advertisers must understand their own brand safety ‘tolerances’

Jon Steinback, Facebook’s Director of Product Marketing for EMEA and Global Channels, spoke exclusively to WARC to provide more detail about the company’s attempts to create a safer environment for brands.

Of all the crises to have darkened Facebook’s door over the past two years, the concern among marketers that their brands may incur reputational damage resulting from an ad placement on the platform is perhaps the most serious.

While numerous data privacy and election misinformation scandals continue to swirl around the social network, brand safety failings threaten to hit Facebook where it hurts most. The company derives over 90% of its total revenues from mobile ad sales, meaning a mass boycott from brand advertisers would haven an instantly devastating impact.

Having previously insisted itself to be...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands