Meta Discloses Key User Engagement Metrics Amid FTC Antitrust Battle

Meta has earned a renewed vote of confidence from the Media Rating Council (MRC), with the social media giant today confirming its reaccreditation for Content-Level Brand Safety across its platforms. The designation reaffirms that Meta’s documented brand safety procedures continue to meet the standards set by the MRC, providing advertisers with an added layer of assurance in the platform’s ad environment.The MRC’s accreditation process involves rigorous auditing of media measurement systems to ensure that data collection, filtration, and reporting adhere to industry best practices. It acts as a form of third-party oversight, offering brands increased transparency into how their content is handled and measured.According to the MRC: “Accreditation indicates that the Measurement Statistics reported for the Service comply with: (1) the Minimum Standards for Media Rating Research, the Enhanced Content Level Context and Brand Safety Guidelines, and the Business Partner Qualification requirements of the Invalid Traffic Detection and Filtration Standards Addendum (version 2.0); the Ad Verification Guidelines published by the Interactive Advertising Bureau (IAB); (2) the procedures described in Meta’s responses to the MRC questionnaire; and (3) the procedures laid out in Meta’s internal documentation and service reports.”It’s important to note, however, that this accreditation is based on Meta’s internal processes and documentation—not a live audit of its systems. That distinction matters, particularly for advertisers concerned with how those standards translate into real-world performance. Additionally, the official accreditation includes several exclusions, particularly around sensitive areas.One of the most striking caveats in the MRC’s latest report involves the ongoing issue of misinformation. The council stated: “Misinformation is excluded from accreditation and remains in process of review, as Community Notes applied to this category are being assessed.”In other words, while Meta’s broader content-level safety tools have passed inspection, the company’s handling of misinformation—particularly as it relaxes its enforcement in favor of broader free speech—remains under evaluation. Whether this is a red flag or simply a bureaucratic delay will depend on one’s interpretation of Meta’s evolving moderation strategy.That said, the company has continued to reinforce its commitment to advertiser trust through other channels. In addition to the MRC reaccreditation, both Facebook and Instagram recently secured brand safety recertification from the Trustworthy Accountability Group (TAG) for the sixth consecutive year. Furthermore, Integral Ad Science (IAS) has expanded its Total Media Quality (TMQ) reporting for Meta platforms.IAS explained the update: “TMQ contextual category reporting provides advertisers with the most accurate and actionable brand safety and suitability measurement. Our technology delivers insight through frame-by-frame analysis of video imagery, audio, and text, offering precise measurement at scale.”This multilayered certification effort positions Meta as one of the most thoroughly vetted digital ad ecosystems—at least when it comes to brand safety and content categorization. Yet the absence of a clear endorsement regarding misinformation highlights a growing tension between open expression and advertiser assurance.Finally, it’s worth noting that the MRC’s accreditation currently applies only to English and Spanish content in Facebook and Instagram Feeds—leaving out other languages and areas where content safety can be more difficult to monitor at scale.In a digital landscape increasingly defined by automation, AI moderation, and geopolitical scrutiny, advertisers will no doubt appreciate Meta’s continued efforts toward transparency. But whether these safeguards are sufficient in the eyes of brands—particularly in a world where misinformation remains a moving target—remains an open question.📢 If you're interested in Facebook Ads Account, don't hesitate to connect with us!🔹 https://linktr.ee/Adshinepro💬 We're always ready to assist you!

Facebook’s adding an extra level of log-in security, by enabling users to log in via Passkeys, which will provide another way to access your account without relying on passwords, or other less secure means.Meta is taking another step toward fortifying user security across its platforms by introducing support for passkeys, a next-generation login method that leverages biometric authentication like fingerprint and facial recognition—without ever transferring your actual login credentials.Passkeys operate via cryptographic key pairs, storing login data securely on your device. This decentralized approach reduces vulnerability to phishing attacks and data breaches, as there’s no password to steal or intercept. The technology has been widely endorsed by cybersecurity experts as a more secure and user-friendly alternative to traditional logins, and it’s increasingly being adopted across the tech landscape.Now, Meta is bringing this technology into the Facebook and Messenger ecosystems.“Passkeys will soon be available on iOS and Android mobile devices for Facebook, and we will begin rolling out passkeys to Messenger in the coming months,” the company announced in a recent update.Crucially, once a passkey is set up for Facebook, the same credentials will seamlessly carry over to Messenger when the feature is enabled—eliminating the need for redundant logins and further simplifying the user experience.Beyond logins, Meta plans to expand passkey functionality into its broader payments and privacy ecosystem. Users will be able to securely autofill payment information via Meta Pay, streamlining checkout while keeping financial data shielded. Passkeys will also be employed to safeguard encrypted message backups, reinforcing privacy protection in Messenger’s end-to-end encrypted conversations.This move underscores Meta’s evolving approach to platform security—less about reactive defenses and more about building in proactive, frictionless safeguards.As phishing schemes grow more sophisticated and consumers demand simpler yet stronger login options, passkeys represent a promising path forward. And with Meta joining the ranks of Apple, Google, and others in adopting the technology, the passwordless future may be closer than we think.While Meta may be a little late to the party compared to competitors like X (formerly Twitter), TikTok, and LinkedIn—all of which integrated passkey support in 2023—it’s a welcome and necessary step toward modernizing its authentication systems in an era of increasing cybersecurity threats.With account hijacking, phishing schemes, and credential stuffing attacks on the rise, offering users a frictionless, secure alternative to traditional logins is no longer optional—it’s essential. And for a platform like Facebook, which holds not only social data but payment information and business tools for millions of users, the stakes are especially high.Once enabled, users can navigate to the Accounts Center in their Facebook settings to activate their passkey. From there, a biometric authentication method—such as Face ID or a fingerprint scan—will serve as your login going forward. Importantly, Meta confirms that legacy login options like passwords will remain available, ensuring accessibility across devices that don’t yet support passkey tech. “You’ll still be able to use other authentication methods, such as your password, to access your account,” Meta noted, offering flexibility without compromising security.This move also aligns Meta with the broader industry trend toward passwordless authentication, a shift driven in part by the FIDO Alliance, a consortium of tech giants promoting secure login standards. By joining this movement, Meta helps pave the way for a future where data breaches caused by weak or reused passwords become relics of the past.In summary, while not groundbreaking, the introduction of passkeys is an important update that brings Facebook into line with its peers, while giving users a more secure and user-friendly way to protect their accounts. With the integration expanding to Messenger and other Meta services in the months ahead, users should expect a more cohesive, secure, and modern authentication experience across the Meta ecosystem.📢 If you're interested in Facebook Ads Account, don't hesitate to connect with us!🔹 https://linktr.ee/Adshinepro💬 We're always ready to assist you!

Meta is pushing the boundaries of automated advertising once again, unveiling a suite of new AI-driven tools designed to reshape how businesses engage with consumers—both in how they create content and respond to customer needs.Among the most notable developments is Meta’s next-generation AI video generation capability, which allows advertisers to seamlessly transform a series of static images into dynamic video content. This innovation, now in preview, reflects Meta’s continued investment in generative AI as a creative catalyst for marketers—reducing production overhead while increasing the speed and scale of ad deployment.But that’s just the beginning. Meta is also rolling out enhanced support for branded elements in AI-generated clips, along with conversational business AIs that can handle real-time customer queries. These updates point to a future where ad creation and customer service are more automated, personalized, and accessible than ever before.It’s a bold move—one that underscores Meta’s vision of a fully AI-powered advertising ecosystem, where creativity and communication are increasingly driven by algorithms rather than human input. Whether this ultimately enhances or erodes brand authenticity remains to be seen. But what’s clear is that Meta intends to lead the charge into this new era.Meta’s latest push into AI-powered advertising continues with a new feature that transforms still images into fully animated video clips—complete with text overlays and background music. The goal: to give advertisers another low-effort, high-impact option for developing compelling video content at scale.While the effectiveness of such clips will naturally vary depending on creative inputs, the concept follows a proven AI video generation framework—similar to Google’s Veo—by keeping clips short and concise. By avoiding longer video runtimes, where AI often struggles with consistency and realism, Meta aims to deliver sharper, more coherent outputs that can plug directly into brand campaigns.Currently, this feature is being tested with a limited group of brand partners.Alongside the image-to-video rollout, Meta is also experimenting with “Video Highlights,” a new feature that allows users to jump straight to the most relevant parts of a video. Using AI, the tool identifies key moments and extracts short descriptors and thumbnails, each intended to surface the core message or value proposition behind the product or brand.In parallel, Meta has improved its AI image-generation system with custom branding capabilities—now allowing businesses to embed their logos directly into AI-generated visuals. It’s another small but potentially powerful step toward enabling advertisers to generate fully branded creative assets with just a few prompts.Taken together, these innovations illustrate Meta’s continued commitment to reducing the friction between ad concept and deployment—empowering brands to create, test, and scale faster than ever.So now, you can include your brand logos and colors in these AI-generated images, while it’s also adding persona-based text generation to further imbue your brand in generated ads.Meta says that this will enable more customization and consistency of branding across your broader promotional efforts, and it’s definitely a significant leap in the utility of these tools.Meta’s also testing out new “Business AIs” in different ad formats, which will enable potential customers to chat with these business-aligned AI tools via your promotions in-stream, in both text and voice mode.According to Meta,“These ads feature AI-generated prompts and quick answers to commonly asked customer questions about products.”Importantly, these are not the same as Meta’s general-purpose messaging AIs. Instead, they’re purpose-built, campaign-specific assistants designed to handle FAQs and product-specific queries in real-time. Tailored to each brand and offering, these bots can serve as virtual storefront guides—delivering helpful responses, surfacing key features, and nudging users toward conversion without the need for human intervention.This kind of interactive support could prove pivotal in streamlining the customer journey—particularly in a world where immediacy and convenience can determine whether a user purchases or scrolls past.In addition to conversational enhancements, Meta is also expanding its toolkit for immersive product discovery. The company is testing call-to-action (CTA) stickers for Stories and Reels ads, allowing advertisers to incorporate direct prompts—like “Shop Now” or “Learn More”—in a more native, visually engaging way.But perhaps most compelling is the trial of virtual try-on features, powered by generative AI. These tools aim to simulate apparel on diverse, customizable body types, offering consumers a more personalized and inclusive shopping experience. By helping people visualize how an item might look on them—or someone with a similar shape—Meta hopes to remove friction in the path to purchase and reduce return rates for online sellers.Taken together, these innovations illustrate Meta’s intent to redefine digital advertising as a conversation, a collaboration, and a personalized journey—all augmented by AI. With each new rollout, Meta edges closer to a fully integrated, AI-native advertising ecosystem—one where automation meets intimacy, and scale doesn’t mean sacrificing individuality.And as Meta continues to roll out more of these AI-powered features, advertisers should prepare for a significant shift—not just in how campaigns are built, but in the strategic role of marketers themselves.Where once the marketer’s edge came from granular control—manual audience targeting, crafted ad copy, finely tuned bidding strategies—the new frontier demands orchestration. That means feeding the AI the right signals, assets, and context, then interpreting and optimizing the outputs at scale.For instance, Value Optimization tools, which Meta has been gradually expanding, allow advertisers to direct AI not just toward conversions, but toward high-value actions—like first-time purchases or high-margin product sales. Similarly, Custom Attribution integrations let brands feed their own analytics data into Meta’s system, ensuring that optimization decisions are grounded in the metrics that matter most to your business, not just what Meta thinks is important.This isn’t just about automating processes—it’s about aligning Meta’s AI with your actual business goals.And while Meta’s current tools like Advantage+ Shopping Campaigns have already demonstrated impressive results—with brands seeing consistent ROAS increases and lower CPAs—the most transformative phase is still coming. The vision? Input a URL, define your outcome, and watch the system build creatives, test variants, allocate budget dynamically, and optimize performance in real time, without human touch.Of course, whether that vision becomes the new norm depends on trust. Marketers will need to trust Meta’s systems to not only execute, but to do so in a way that aligns with brand identity, values, and long-term positioning. That’s a big leap—and one that will likely require new metrics of brand safety, transparency in AI decision-making, and better visibility into how these models learn and evolve.But the promise is clear: better performance, broader reach, less manual labor.So as the end-of-year season approaches, and competition for attention intensifies, now may be the time to lean deeper into Meta’s evolving ad ecosystem—test Advantage+ campaigns, experiment with AI-generated creatives, integrate your analytics, and prepare your team for a future where strategy isn’t replaced by AI, but radically augmented by it.Because those who adapt early won’t just survive the next wave of disruption. They’ll lead it.📢 If you're interested in Facebook-related solutions, don't hesitate to connect with us!🔹 https://linktr.ee/Adshinepro💬 We're always ready to assist you!