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facebook's method statement

Posted by verstraete at 2020-02-16
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This document describes the advertising, filtering and reporting methods for Facebook news feed and RHS advertising exposure.

Facebook confirms how IAB advertising exposure guidelines, MRC minimum standards, and MRC error perception and filtering guidelines appendix (version 1.0, October 15, 2015) are being followed. Facebook news seed and right column (RHC) are approved for desktop, mobile network, in APP).

Facebook uses MRC's error guide and filter guide's "general error trapik awareness" approach.

outline

Facebook is a social networking service in California. Facebook's mission is to bring communities closer to the world. Through this platform, users can consume content with news materials, chat with friends through Facebook Messenger, create personal / business profile pages, share photos and videos, and join multiple combinations.

Advertising exposure and types

Advertising metrics

Facebook's reporting system calculates the number of exposures posted and measured on news feeds (mobile and desktop) and RHC (right column).

Through Facebook's reporting system, the number of exposures reported by advertising managers reflects the measurable exposure of Facebook's advertising system.

If you want to confirm available ad metrics and see how users can achieve business goals, refer to the Ad Manager report in the Facebook advertiser support center. Some data are not collected or can not be used according to the way customers set up advertising activities.

Advertising exposure measurement

When Facebook news feed and RHC ads were exposed, In all desktop and mobile platforms (basically IOS and Android mobile networks and mobile applications or native environments), the advertising exposure is the moment when the advertising part appears on the user's screen (larger than 0 pixel and 0 second).

In order to confirm whether the advertisement reaches the measurement condition of 0 pixel height and 0 second or more, the confirmation process of JavaScript is carried out at the frame speed of 60 seconds every 100 milliseconds or every second. Yes.

If the result is confirmed to be successful, 1 x 1 pixel can run and calculate the exposure.

If it fails in the confirmation phase, 1x1 pixels will not be run and the number of exposures will not be calculated.

If the result is confirmed to be successful, 1 x 1 pixel can run and calculate the exposure.

If it fails in the confirmation phase, 1x1 pixels will not be run and the number of exposures will not be calculated.

Reference - the platform specific situation is that Facebook, which has messages on the screen, is not aware because it is unable to perform this append confirmation phase, so the pixel is activated as soon as the step back is performed. In the case of some weatherone, the method of measuring the display window is not supported, and the "rendered" measurement method is adopted. Such platforms and machines account for a small proportion of the number of ads Facebook offers.

Facebook allows specific party ad tracking tags, etc. on ads, but performs all ad services through the Facebook ad server. It doesn't matter if we use bin framework for dynamic advertising services.

Compound tracking

Composite tracing is not used. Each exposure activity is recorded and measured separately.

offline measurement

After the offline exposure is saved, if the user is in the network state again, it will be sent again. However, after the exposure event occurs, it must be implemented within 6 hours, otherwise it will be considered impossible to request.

auto refresh

When Facebook chooses the behavior that individuals are interested in advertising (for example, cursor on advertising), it will automatically update the number of advertising exposures after a certain period of time, and display my RHC location on the desktop. New individual users will rotate as they flip or resize the Facebook window, so Facebook will load into the Background tab, or when individual users interact with the application, it won't happen. The number of advertising exposure is automatically refreshed, accounting for more than half of the total RHC exposure.

Auto play

cache

KASH bus is a kind of technology, which makes the web browser unable to reuse the selected ads and requires new ads when refreshing the page on the browser.

cache-control：private，no-cache，no-store，must-revalidate

Not only that, client exposure time included in the request (CTS parameter) is helpful in the same way as ooze.

data processing

All of them are exposed on the bottom of the advertising log and calculated by "original" statistics. Facebook processes the original path, displays some activities that are impossible to request according to the rule list, and annotates the log output of the original data with comments.

Restrictions known

There are restrictions on Facebook that are considered trivial.

Selection: Facebook uses the right caching technology, but cannot defend all roles.

Interruption: interruption is a measurement limitation notified. However, if you don't enter the display window, you don't record the technical measurement of Facebook's advertising exposure, so the impact is small.

Ad blocking tool (only belongs to the desktop): Facebook uses Adblock and Adblock plus to avoid the measurement method of the exposure requested by the selected ads (but if such a tool continues to develop, it will have an impact on the indicators seen.

Inactive image rendering (desktop only): in the browser (desktop and mobile network) with inactive image, the advertisement may be exposed and exposed.

JavaScript disabled or browser unavailable (desktop only): Facebook browser products are advertised as JavaScript enabled. Internet Explorer version 7 and earlier is not supported.

Selection: Facebook uses the right caching technology, but cannot defend all roles.

Interruption: interruption is a measurement limitation notified. However, if you don't enter the display window, you don't record the technical measurement of Facebook's advertising exposure, so the impact is small.

Ad blocking tool (only belongs to the desktop): Facebook uses Adblock and Adblock plus to avoid the measurement method of the exposure requested by the selected ads (but if such a tool continues to develop, it will have an impact on the indicators seen.

Inactive image rendering (desktop only): in the browser (desktop and mobile network) with inactive image, the advertisement may be exposed and exposed.

JavaScript disabled or browser unavailable (desktop only): Facebook browser products are advertised as JavaScript enabled. Internet Explorer version 7 and earlier is not supported.

Other technical problems and restrictions

The dictionary rendering function in Google's Chrome browser may cause desktop exposure and RHC exposure. Yes (desktop only).

In Facebook's news seed exposure measurement, other window exposure locations that you can open on the user's screen are not considered. So if you overlay other windows on the ad (or the browser window is ejected from the screen), Facebook will only feel that.

As previously stated, some feathones do not support the display window measurement method and use the "rendering" measurement method.

Especially in the case of mobile phones, the network connection status of users may not be maintained. Facebook's network connection status is not good. When the image is still in a state of stagnation, all the sentences of the ads are stably displayed, and multiple posts are gathered together to provide flexible user experience. If only part of the advertisement is uploaded, the advertisement includes advertisement sentences, more than 0 pixels and less than 0 seconds. If a part of the advertisement is displayed on the user's screen, the advertisement will be exposed.

The dictionary rendering function in Google's Chrome browser may cause desktop exposure and RHC exposure. Yes (desktop only).

In Facebook's news seed exposure measurement, other window exposure locations that you can open on the user's screen are not considered. So if you overlay other windows on the ad (or the browser window is ejected from the screen), Facebook will only feel that.

As previously stated, some feathones do not support the display window measurement method and use the "rendering" measurement method.

Especially in the case of mobile phones, the network connection status of users may not be maintained. Facebook's network connection status is not good. When the image is still in a state of stagnation, all the sentences of the ads are stably displayed, and multiple posts are gathered together to provide flexible user experience. If only part of the advertisement is uploaded, the advertisement includes advertisement sentences, more than 0 pixels and less than 0 seconds. If a part of the advertisement is displayed on the user's screen, the advertisement will be exposed.

Partner qualification management and substantive business relationship

Because it is related to the ads posted on facebook.com, Facebook is the "publisher" and "advertising server" for the purpose of explaining the Facebook program.

As a result, Facebook does not allow organizations and substantive business partnerships to provide services, screenshots of advertising campaigns or advertising exposure or targeting. And Facebook won't get trapik or buy it

If you want to start advertising on Facebook, you need to have a valid Facebook account, a valid Facebook page and advertisement selected or produced on behalf of the advertising share price. Clients can only post ads if they agree with Facebook's advertising policy. Before the advertisement is published, confirm whether to comply with the content review procedure and advertising policy. Facebook's clients buy ad publishing services and use Facebook's advertising stocks or agencies.

Filtering method

Facebook detects and deletes false content authentication and Internet advertising of log file data and trusstworty account ability group in order to sense wrong activities (activities suspected of non-human activities and wrong human activities, but not limited to) Based on the data of bureau (IAB), the technology of recognizer, activity and pattern is used. However, since the identity and intention are always known by the advertiser, advertiser or relevant person in charge, they are not understood, so they will not be deleted after being identified in the wrong activities.

Robot command file

Facebook uses the robots.txt file to command the robot to import links within the domain name of the robots.txt file, or not delete the index. The robot command file is in ston on all tracking servers.

Identification of non-human activities

Facebook uses the IAB spy / robot data center IP directory in its report. IAB and tag lists are reviewed more than once a quarter, and then the blacklist of Facebook user agents will be updated. Facebook blocked the request of a null (idle) user agent and used the IAB white list to display the ad exposure that was not generated. Browsers that can be identified by sewing are excluded in order to avoid exposure that can be claimed.

Internal dynamic

Facebook filters exposure on Facebook's internal location. Facebook compares the IP address with the list of all Facebook IP addresses maintained by the Facebook operations group. The internal trapik scope created by the Facebook operations group when testing activities in Facebook. The test data is stored in the test database, and the customer data is completely excluded.

Active filter

The activity based filter will be determined by analyzing the event received with the identified user source and during the event. If you exceed the defined time value within the specified time, subsequent events cannot be requested although they are hit.

Invalid exposure perception and filter

Facebook not only can confirm the automatic confirmation of impromptu wair, malicious code, spam account, forged account, etc., but also has the system of wrong ordinary business (such as exposure caused by impact or spy, etc.).

Filters and thresholds used in Facebook are constantly being reviewed. The critical fee is updated as needed.

Tools and methods to identify fake and malicious accounts have been monitored and evaluated by Facebook's task force. The accuracy and precision of each method were evaluated through formal discussion.

The method used in Facebook is that it will be executed at both the exposure level and the user level (it is considered impossible that it cannot be cancelled, and it can be removed from the network if the designated user thinks it is malicious.

"After the event invalid account advertising exposure" is counted, but later in the user's activities there is fraud, which means the rate of invalid advertising exposure.

The method of finding invalid account after death in Facebook is implemented at both the advertising exposure level and the user level (for example, the specified advertising exposure is invalid, the specified user is considered invalid in the future, and if the account is considered invalid, it is considered invalid on the network It can be deleted. According to last quarter's Facebook measurement, 0.02% of Facebook news feed and right-hand advertising exposure is the result of consumption in accounts considered invalid in this way.

Data consistency and correct filter

In addition to non-human and active effects, Facebook also has methods to confirm the correctness and consistency of data.

Time validation: multiple exposures that occur within a bitwise time frame will be excluded later.

Activity frequency summary: it is not possible to exceed a specific number of exposure requests per hour.

Time validation: multiple exposures that occur within a bitwise time frame will be excluded later.

Activity frequency summary: it is not possible to exceed a specific number of exposure requests per hour.

Data integrity and numerical Report

These filters have an impact on exposure, helping people who are actively involved in advertising in front of their computers) and distinguishing non-human or erroneous features such as spies.

Data report

Facebook customer service center has an Ad Manager The sector list lists the scheduled reports, the list available in the report, and the method for specifying the report date. Please refer to the advertisement report of Facebook customer service center for details.

Dictionary listing quality certification

Facebook is developing tools to verify the quality of terminal data and consistency. What's more, Facebook has a back-end tool suite that allows Facebook employees to watch trends. For example, the stream program sets a view to analyze the above or damage in the processed data. In addition, Facebook runs the validation process in the original log file and the data waous to check for differences between the data sets.

Data recurrence / advertising refund

Facebook will feel questions about the impact on advertisers' data or fees, or a formal investigation process to identify the cause and impact of these questions through other means. Coupons or refunds are provided on a case by case basis, depending on the facts and circumstances of the particular issue. If coupons or refunds are provided, although the advertiser is informed through the platform, the business group also has direct contact with the advertiser.

Data retention policy

Facebook's exposure data retention policy is diverse, but adheres to the minimum standards required in such guides. Customers can run reports against this data and download reports, but have a longer responsibility to report data. This policy can be changed.

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