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Facebook Outlines its Ad Review Process to Provide More Transparency on its System



This is a handy explainer for those who keep wondering why Facebook’s ad review process takes so long at times, or why your latest Facebook ad got rejected.

This week, Facebook has published a new overview of its ad review system, which may not necessarily leave you any more satisfied as to how your ad is being assessed. But the additional context could help you understand any errors or missteps that you may have experienced.

As explained by Facebook:

Our ad review system is designed to review all ads before they go live. This system relies primarily on automated technology to apply our Advertising Policies to the millions of ads that run across our apps. While our review is largely automated, we rely on our teams to build and train these systems, and in some cases, to manually review ads.”

So before you start cursing out some nameless, faceless moderator at Facebook HQ, it is worth noting that your ad has almost definitely been rejected by automated detection, not a human.

Here’s a diagram of how Facebook’s Ad Review system works:

Facebook Ad Review process

So ideally, within Facebook’s ad review process, humans are not involved, and likely won’t ever be unless there’s a specific reason.

“While ad review is typically completed within 24 hours, it may take longer, and ads can be reviewed again, including after they’re live. […] Unlike the initial ad review, we rely more heavily on teams of human reviewers to process re-review requests from advertisers but are continuously assessing ways to increase automation.”

So if you request a re-review, or your ad is flagged for some reason, that’s when human assessors may get involved. But as Facebook notes, it’s increasingly looking to automate all aspects – so it may well be that even in those cases, your ad is never viewed by human eyes internally.


As noted, that might not make you feel any less frustrated about the process. But at least you know why.

Facebook also notes that:

When we launch a new policy, it can take time for the various parts of our enforcement system, both automated technology and trained global teams, to learn how to correctly and consistently enforce the new standard, but as we gather new data and feedback, our machine learning models and our automated enforcement improve.”

Which could be another reason why your ad got rejected.

In addition to this, Facebook says that all ads need to adhere to its  Advertising Policies and Community Standards

Facebook ad standards

So there are various steps in the Facebook Ad Review process, and almost all of them rely on full automation.

Again, if you’ve been frustrated by delays or rejections within Facebook’s system, this overview may provide more context into what’s occurred, or is occurring internally. 

There are no secret tricks or tips to get you through any faster here, but it may help to provide more understanding as to the specific elements at play.

You can check out Facebook’s full Ad Review overview here.  




LinkedIn Shares Marketing Industry Insights and Tips in Latest ‘Big Thinking’ Digital Magazine



LinkedIn Shares Marketing Industry Insights and Tips in Latest 'Big Thinking' Digital Magazine

Looking for a marketing-related read for the long weekend?

LinkedIn has published the second edition of its ‘Big Thinking’ digital magazine, which includes a range of interviews, insights, tips and notes on various marketing-related subjects and trends.

The 36-page magazine includes expert notes on sustainable marketing practices, evolving messaging processes, and creative tips – from Disney no less.

There’s also a section which looks at how marketers can mitigate the loss of cookie tracking data, and how to build an employer brand (and why you should).

LinkedIn Big Thinking magazine

LinkedIn has also included expert interviews on customer experience, digital transformation and creative B2B strategies, among other elements.

There are some good notes, which could help you formulate a more effective marketing approach for your brand, in line with the latest trends, while it’s also handy to stay up to date with the latest trend insights and tips to keep your market knowledge fresh.

And it’s free. If nothing else, it’s a quick overview of some of the key trends that are playing on the minds of the top industry professionals, which will likely trigger at least inspiration in your own efforts.

You can download LinkedIn’s latest ‘Big Thinking’ digital magazine here.


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