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Facebook’s first transparency report shows majority of offending content removed before being reported

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Facebook has released its first-ever transparency report, outlining the amount of content it has identified as breaking Community Standard rules between October 2017 and March 2018. According to the data, Facebook took action against a majority of the offensive content before it was reported by users.

The report is part of its Community Standards initiative first announced in April. Violation criteria has been separated into six categories: graphic violence, nudity and sexual activity, terrorist propaganda from ISIS, al-Qaeda and affiliates, hate speech, spam and fake accounts.

Facebook says it uses a combination of machine learning automation and employees to identify content that violates its Community Standards guidelines. The company has said repeatedly that it plans to have at least 10,000 safety and security professionals on staff by the end of 2018 to work on this initiative.

Facebook’s transparency report breaks down the number of content violations it took action against per each category between Q4 2017 and Q1 2018 and the amount of content identified before users reported it. It also lists the frequency of content violations within the graphic violence and nudity and sexual activity categories, as well as the frequency of fake accounts. Here’s an overview of the data:

How many pieces of content or accounts did Facebook take action against?

  • Graphic violence — Q4 2017: 1.2 million | Q1 2018: 3.4 million
  • Nudity and sexual activity — Q4 2017: 21 million | Q1 2018: 21 million
  • Terrorist propaganda from ISIS, al-Qaeda and affiliates — Q4 2017: 1.1 million | Q1 2018: 1.9 million
  • Hate speech — Q4 2017: 1.6 million | Q1 2018: 2.5 million
  • Spam — Q4 2017: 727 million | Q1 2018: 837 million
  • Fake accounts — Q4 2017: 694 million | Q1 2018: 583 million

Amount identified before users reported content or accounts

  • Graphic violence — Q4 2017: 72% | Q1 2018: 86%
  • Nudity and sexual activity — Q4 2017: 94% | Q1 2018: 96%
  • Terrorist propaganda from ISIS, al-Qaeda and affiliates — Q4 2017: 97% | Q1 2018: 99.5%
  • Hate speech — Q4 2017: 24% | Q1 2018: 38%
  • Spam — Q4 2017: 100% | Q1 2018: 100%
  • Fake accounts — Q4 2017: 98.5% | Q1 2018: 99.1%

Prevalence of content in violation of Facebook’s Community Standards

  • Graphic violence — Q4 2017: 0.16% to 0.19% | Q1 2018: 0.22% to 0.27%
  • Nudity and sexual activity — Q4 2017: 0.06% to 0.08% | Q1 2018: 0.07% to 0.09%
  • Terrorist propaganda from ISIS, al-Qaeda and affiliates — Data unavailable
  • Hate speech — Data unavailable
  • Spam — Data unavailable
  • Fake accounts — Facebook estimates that fake accounts represented approximately 3 to 4 percent of monthly active users (MAU) on Facebook during Q1 2018 and Q4 2017.

In all categories except one — hate speech — Facebook took action against most of the offending content before it was reported by users. For hate speech, there was a noticeable difference in the percentage of content Facebook proactively removed. More than 90 percent of the content was removed without being reported in nearly all categories except hate speech. For both quarters, less than 40 percent (38 percent in Q1 2018 and 24 percent in Q4 2017) of content identified as hate speech had action taken against it before it was reported. This means well over half of the hate speech violations identified on the platform had to be reported by a user versus Facebook identifying them through their own systems.

Facebook does note early in the report that it is still refining its internal methodologies for measuring its efforts and expects the numbers to become more precise over time.

The post Facebook’s first transparency report shows majority of offending content removed before being reported appeared first on Marketing Land.

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Kantar Media names Louise Ainsworth as EMEA CEO

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Kantar Media has announced that Louise Ainsworth has been appointed chief executive of EMEA, effective June 25.

Joining directly from her present role as chief executive of Kantar Millward Brown, Ainsworth brings a wealth of experience in digital media, audience measurement, brand management and communications in tow.

Andy Brown, global chief executive and chairman of Kantar Media said: "I am thrilled to welcome Louise to Kantar Media.

"Her rich experience in digital and the changing media ecosystem is widely recognised across the industry and will be a considerable asset for Kantar Media and our clients alike.”

Ainsworth added: "Our clients are facing more change and disruption than ever before – Kantar Media’s unique scale and breadth of high quality data sets are well-placed to help our EMEA clients convert the challenges they face into valuable opportunities.”

Upon arrival Ainsworth will sit on the Kantar Media executive committee, reporting directly to chief executive and chairman Andy Brown.

Ainsworth previously served as chief executive of WARC.

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Unilever taps WPP agencies to educate its startups as part of in-house collaboration

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Unilever has announced a partnership with WPP that will see the network's agencies work with the startups under the FMCG’s giant's Foundry programme in Singapore.

Unilever hopes the collaboration will lay the foundations for the marketing services ecosystem of the future and bring key external marketing expertise, in-house.

David Porter, Unilever’s vice-president of media for Asia, Africa and Russia said the partnership was an "in-sourcing" model, adding that the group was "looking at a number of was to bring external marketing services closer" to Unilever staff.

​The move from Unilever to work with WPP comes amid ongoing agency cuts in the FMCG space. Last year alone, Unilever was able to invest an additional €250m into media buying and in-store advertising after slashing the number of agencies it worked with and bringing certain elements of its marketing mix in-house.

The fresh collaboration will now see the likes of Ogilvy, Mindshare and Wunderman, work alongside startups, such like Celtra, Unruly and Viddsee at Unilever’s Level3 co-working space in Singapore.

It will be led by Sudipto Roy, managing director for media and data, and Team Unilever for Asia, Africa, Russia.

“We have taken a fresh approach to the ‘Team WPP’ design. Instead of designing around the brand or the category, we have designed around capabilities and intelligence in order to solve business problem,” explained Roy.

“We have access to cutting edge technology and new products across every pillar of the Unilever marketing framework through the startup community in Unilever Foundry. We look forward to collaborating with them to deliver breakthrough models, communications and consumer connections products.”

Unilever Foundry also unveiled a new advisory board for Level3 in April, naming the likes of Rajan Anandan, vice-president of Southeast Asia and India at Google, Daryl Arnold, chairman of Newton Circus, Maximillian Bittner, founder and advisor of Lazada as new board members.

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After #MeToo, C4’s £1m Diversity in Advertising award to focus on ‘portrayal of women’

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Channel 4’s ‘Diversity in Advertising’ competition has returned for the third year, this time asking advertisers to focus on how women are portrayed.

The initiative offers £1m of free airtime to any advertiser who best responds to a brief set by the broadcaster. In 2016 it was the representation of disability, won by Mars, and then non-visible disabilities which was won by Lloyds Bank in 2017.

In light of the #MeToo movement, the centenary of the right to vote and the focus on gender pay gaps, Channel 4 said it wanted ad creatives to create campaigns which would “challenge engrained stereotypes, objectification and sexualisation of women”.

A recent study found that there are twice as many male characters in adverts than female characters and that when women do appear, they are most likely to be younger (in their 20s, compared to men who are in their 20s, 30s and 40s).

“There are campaigns already on our screens which represent women in a positive and appropriate manner – but sadly there just aren’t enough of them,” said Channel 4’s head of agency and client sales and commercial marketing Matt Salmon.

“This year we’re looking for an ad that really stands out even from the positive ads we’ve seen before. We want a campaign that’s a beacon for the issue, an idea that calls out the challenges and makes a really positive statement to our audiences.

“The winning ad shouldn’t be representative of what the future ‘norm’ should be, it should act as a catalyst for the change in mindset we’d like to see within the industry.”

The deadline for this year’s entries is 9 July 2018. A shortlist will be announced on 17 July before the winner is announced in September and the campaign will be on air in early 2019.

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