"The move raised a lot of eyebrows. On the surface, it looked very much like one of the biggest ad platforms in the world was dodging independent oversight at a time when the spread of misinformation and the rise of generative AI content are making brand safety more critical - and complicated - than ever. But Brittany Scott, who spent two years at Meta with a specific focus on product marketing for brand safety, says on this week's"
"When she was at Meta, Scott worked on the team handling MRC accreditation for Instagram and Facebook instream video placements, which is still active even though Meta no longer has MRC brand safety accreditation for its feeds. "We have to figure out a way for these audits to be faster, to be more nimble, to not be as expensive [and] to be more scalable," Scott says, "because they're all voluntary, right? If you're doing ... shady stuff, you can just choose not to pursue MRC accreditation.""
Meta revoked MRC brand safety accreditation for Facebook and Instagram feeds after Meta stopped participating in MRC brand safety audits. The withdrawal prompted concerns about evading independent oversight amid rising misinformation and generative AI risks. Brittany Scott views the decision as a shift of oversight responsibility toward advertisers and independent verification partners. Scott left Meta in 2023 for Zefr and now leads global partnerships there; Zefr verifies brand safety inside social walled gardens. Earning and maintaining MRC accreditation is time-consuming and costly, and current audits need to become faster, more nimble, less expensive, and more scalable.
Read at AdExchanger
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