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Facebook is rolling out tools and launching tests to provide more advertiser transparency and enhanced brand safety, including whitelist creation tools, an advanced blocklist service and in-stream placements with integrated content-level whitelisting, and the platform has also added Zefr to its list of safety partners. This "is part of a two-plus year journey that we've been on to ensure that we provide advertisers with as many controls as possible to help their brands feel safe and secure being on our platform," says Facebook's Carolyn Everson.

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