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Thursday, June 28, 2018
Facebook, Twitter Release New Tools to Track Advertising


Twitter on Thursday made it easier for users to identify political campaign ads and know who paid for them. Separately, Facebook said it would enable users to see listings of all active ad campaigns, whether the advertiser is political in nature or not.

Social media platforms have faced the threat of U.S. regulation over the lack of disclosure on such spending.

Twitter launched 'Ads Transparency Center' to allow anyone to view ads that have been put on Twitter, with greater transparency about U.S. federal election campaign ads.

Twitter's ads center gives users access to details such as demographic targeting data for the ads from U.S. political advertisers, along with billing information, ad spending, and impression data per Tweet.

"We are making it clearer than ever who is advertising U.S. federal political campaign content on Twitter," Twitter said in a blog post.

The transparency center will include all advertisers on Twitter globally, but at this stage only U.S. federal election campaign ads that fall under its new policy will be shown.

Facebook said on Thursday it enable users to see listings of all active ad campaigns, whether the advertiser is political in nature or not. Users can also view a log of name changes to a Facebook page.

The features should help people spot misuse of Facebook, it added.

Meanwhile, Facebook's advertisers have experienced delays in posting their promotions in the U.S., as the company implements a broad rule for verifying ads about political issues.

Chief Operating Officer Sheryl Sandberg said that while the delays won't meaningfully affect Facebook's revenue this quarter, they have caused headaches for customers.

Many advertisers have been blocked when they tried to run ads because of Facebook's wide definition for "political."

Facebook adopted the new rules in response to an effort by Russia to use the social network to influence U.S. voters during the 2016 presidential election. The company is choosing to require verification from customers for ads related to broad political issues, like education and poverty.

Once an ad has been blocked, Facebook required an advertiser to send in verification information, including the last four digits of a Social Security number, and receive a piece of mail from the company at a residential address before they can continue posting.



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