However, he did not say how Facebook would determine that an ad is political. Nor did he confirm that commercial marketers would be excluded from the new policy, leaving open the possibility that non-political ads could be caught up in the transparency dragnet.
A source at the company told AdExchanger "it's too early to say" whether that will happen. Facebook is still evaluating how to show more information about active ads, with the goal of forcing greater transparency in political advertising. The effect on commercial marketers will depend on how Facebook executes that goal.
In addition to increasing ad transparency, Zuckerberg said Facebook will strengthen its review of political ads.
"To be clear, it has always been against our policies to use any of our tools in a way that breaks the law, and we have many controls already in place, but we can do more," he said. "Most ads are bought programmatically without an advertiser ever speaking to someone at Facebook, and that's what happened here. But even without our employees directly involved in the sales, we can do better."
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