This week in digital brings transparency updates from Facebook and Twitter, ecommerce ad spend up on social networks, and social media lessons from Red Bull and dogs.

In the face of the federal government, social networks take significant steps towards advertising transparency:

  • Facebook to bring “dark posts” of light in response to 2016 election interference.
    • This means dark posts are coming to an end. Dark posts are ads that target only a particular set of people, but are invisible otherwise because they never appear as posts on a brand page. In addition to giving consumers transparency, it also gives brands transparency into competitor ad creative on the platform, something that has been off limits since 2007.
    • While powerful ad targeting still applies, ads will be visible on the brand’s Facebook page.
    • Facebook expects the new transparency tools to be fully functional by the midterm elections in 2018. Facebook will start in Canada before the system reaches the US by summer.
  • Facebook plans to launch a publicly searchable archive next year containing details about advertisements run related to the US federal elections.
  • Twitter to reveal all ads in post-election transparency push. The social network has announced the creation of an advertising transparency center where it says it will reveal ads running on the platform at a given time, including pre-roll video ads. This means also means the end to “dark ads” on the platform.”
  • With most of the attention going to Facebook, Google has been a little under the radar, but we can expect Google to take similar steps as pivot to transparency continues.



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