Appen Global usually has a lot of new and different projects, and a new project has recently come out called Megataxon which is an ad review job. This is an interesting project because most of the Falcon projects usually are rating social network stuff like actual videos from pages or the actual content on Facebook or Instagram. This project focuses on the types of ads that you would see on Facebook. The objective on the project is to decide if the core purpose of the ad is presenting a product, service, or advertising content such as getting you to go to a Fac
ebook page and subscribing to that pages feed. Once you understand what the ad is about, you categorize the ad by using a tool that is specially designed by and for Facebook.
Along with the tool, you get the project's guidelines that go over all the categories, and it does a very good job of explaining the categories and how you should categorize them.
As previously mentioned, the object of the job is to categorize ads as you see them, and you are asked to spend no more than 60 seconds on each ad. This is likely due to the sheer volume of ads that are currently cycling on Facebook. However, there is no minimum view time to apply the tags. With that said, if you are on this project it might take some time to get used to deciding what ad should be categorized where, but after time it is likely that you will pick up speed. It should be noted, however, that if you rush through the ads and categorize them wrong, you could be taken off the project. Once again, they want you to spend no more than 1 minute on each ad with no minimum view time, but you also shouldn’t spend more than a few minutes on each ad. Doing this will surely get the attention of a project manager asking you if there is a problem.
For each ad there are basically 3 steps to putting each one in the proper category. For the first step, you have to choose the core purpose of the ad and decide if it presents a product, a service, or content.
There are times when you can automatically skip the ad if you run into errors, the ad won’t load, the ad is not in the target language for your region, for example the ad is not in English, or there are other issues where you immediately see that the ad is illegal, offensive, or needs to be immediately escalated such as in a case of child exploitation, child nudity, hate speech, acts of terrorism, etc. If you see this bad stuff you have the ability to escalate the Job ID to a manager who handles escalations. If you have to skip the ad for any of these reasons, you just indicate the correct option at the bottom of the Facebook tool.
After you select the purpose of the ad, the next step is to choose a top-level category for the ad. Some of the top level categories have some sub-categories and you will see these appear below the top level categories if there are sub-categories available. This is an extra categorization for some top-level categories. If you select a top level and see a sub-level category appear, you simply choose the best one that fits.
Defining the purpose of the ad simply asks you to choose whether the ad is a Product, a Service, or Content which is defined as the sharing of information that doesn’t provide a specific physical product, service that the reader can buy. Content includes all digital content, articles about an experience with a product, photos of products with no specific call to action, or if the ad uses the ‘Learn More’ button which more than likely leads to content.
Choosing the purpose of the ad should become second nature and you should simply ask yourself ‘What is the core purpose of this ad?’ Ads might reference many different products, services, or content, but your goal is to consider and categorize what is most important for the reader.
The tool itself isn’t difficult and is fairly straightforward. Under the ad, you simply choose the appropriate categories by clicking the radio buttons. Each one of the radio buttons opens with different categories or sub-categories. After you have selected the categories, then on the bottom under that is the submit button. You want to be sure that you have chosen the most correct categories for each ad. Also at the bottom next to the “Submit’ button are the other buttons that we previously mentioned. Those are that the ad has some error, the ad won’t load in the tool, or the ad is not in the English language. You will also see the ‘Other Issue’ button here where you would report an ad that contains something that it shouldn’t that may be offensive or illegal. In this case, the ad would go to one of the managers of the project where its escalated and they take action to remove the ad altogether. You should understand that you have to be careful using this and that the ad should really be offensive and not just something you disagree with or don’t like.
One of the things that is not mentioned in the guidelines is that you might see the ad appear more than once during the week or the month. You should try to remember what you have categorized this ad as and not change the results on the next day if you see the ad again. It’s important that Appen collects precise data. An example of this could be categorizing an ad as something different one day, as opposed to the day before. This will surely get the attention of a product manager. Try to fully understand the categories and email your project manager if you have a question. This will ensure you are able to stay on the project if there is something you don’t understand. Admittedly, there are a lot of products and services on Facebook and categorizing them all correctly might be confusing at first.
The guidelines are really concise and fully detailed and go over the majority of products and services in order to help you categorize them. The guidelines are also very helpful when it comes to deciding what is content or not, and discusses what should fall into those categories.
In conclusion, the Megataxon Falcon project looks to be a very easy job. It might be interesting for some people who want to make a difference in what ads are seen on Facebook, however, after 4 hours of doing this job, it might become tedious on a day to day basis. But for those who don’t mind doing this kind of job, it’s definitely not something incredibly vague or difficult such as some search engine rating jobs.
If you are working on this project, we would like to hear from you and your experience with it. And if you have any questions, you can email me or leave a comment and I will reply as quickly as possible.
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