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Facebook Adds New Metrics to its Ad Library Listings to Improve Transparency


Facebook has added a few new elements to its Annonsbibliotek listings in order to provide more transparency over the displayed ads, and make it easier to find relevant info in the app.

As shared by Facebook Integrity Team Lead Rob Leathern, Ad Library listings will now include a new “potential reach” measure, which represents “an estimate of the size of the audience that is eligible to see an ad”.

Facebook Ad Library

Up till now, you could somewhat estimate this manually based on ad spend and audience targeting, but the new listings will make it easier to sort ads based on their potential influence, and get a better understanding of each campaign.

Facebook will also now group similar ads together within the Library, making it easier to find related ad content, while it’s also added more filters to better enable ad searches. Leathern highlights the capacity to ‘Search by IG Handle’ as a key addition on this front.

Facebook’s Ad Library is a valuable tool, providing a heap of insight into the campaigns being run, and by whom, across Facebook and Instagram. And while the obvious focus is on political ads, and providing transparency on candidate spend, it’s also great for studying effective ad approaches more broadly, helping to refine your own Facebook marketing approach.

And it’s going to get a real test this year, with the 2020 US Presidential Election. In this respect, it’s important for Facebook to roll out any updates and changes like this now to get ahead of the rush – as people will be judging not only the candidates, but Facebook itself, based on the data available through the tool.

You can check out the new updates in Facebook’s Ad Library här.



Musk says Twitter clash with Apple a ‘misunderstanding’


Musk says Twitter clash with Apple a 'misunderstanding'

Apple CEO, Tim Cook. — © AFP

Twitter owner Elon Musk said he met with Apple chief Tim Cook on Wednesday and “resolved the misunderstanding” that prompted him to declare war on the iPhone maker’s App Store.

“Among other things, we resolved the misunderstanding about Twitter potentially being removed from the App Store,” Musk tweeted.

“Tim was clear that Apple never considered doing so.”

Musk also tweeted a video clip of “Apple’s beautiful HQ” in Cupertino, California, noting that he had had a “good conversation” with Cook.

Apple did not reply to AFP requests for comment.

The world’s richest person opened fire on the planet’s most valuable company early this week over fees and rules at the App Store, saying Apple had threatened to oust his recently acquired social media platform.

The billionaire CEO had tweeted that Apple “threatened to withhold Twitter from its App Store, but won’t tell us why.”

Apple, which has not issued a public statement on the matter, typically tells developers if fixes need to be implemented in apps to conform to App Store policies.

Analysts told AFP the clash may have came down to money, with Musk irked that the App Store takes a commission on transactions such as subscriptions.

Musk has delayed the relaunch of the Twitter Blue subscription tier intended to have users pay for perks such as account verification check marks.

Twitter rolled out Blue early in November, but pulled the plug after impersonators paid for check marks to appear legitimate in what former head of safety and security Yoel Roth referred to as “a disaster.”

Both Apple and Google also require social networking services on their app stores to have effective systems for moderating harmful or abusive content.

But since taking over Twitter last month, Musk has cut around half of Twitter’s workforce, including many employees tasked with fighting disinformation, while an unknown number of others have quit.

He has also reinstated previously banned accounts, including that of former president Donald Trump.

Describing himself as a “free speech absolutist,” Musk believes that all content permitted by law should be allowed on Twitter, and has described his actions as a “revolution against online censorship in America.”


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