Meta Introduces Powerful New Tools to Ensure Brand Safety

The digital landscape has become increasingly hazardous for brands, with inappropriate content, malicious actors, and digital adversaries on the rise. Companies have been looking for ways to protect their brand’s digital presence and ensure brand safety. Meta, a digital advertising platform, has stepped up to the challenge and implemented a range of brand safety tools that give advertisers the ability to make informed decisions about their ad placement.

Meta's new ad placement controls consist of three levels: Advanced, Moderate, and Limited. The Advanced Inventory Setup is the default setting and will show ads next to content that meets Meta's approved community standards and meets monetization criteria. A moderate inventory setting will filter out content that may be deemed risky. Finally, the Restricted Inventory setting is the strictest and ensures that ads will not be shown next to high- or medium-risk content.

To make sure these requirements are met, Meta will use a range of content classifiers and advanced AI tools to scan the text, video, and images of content to determine its eligibility for ad adjacency and suitability. Additionally, Meta has partnered with Zefr to create an AI-based process that can report on the context in which ads appear on Facebook feeds. This will help advertisers make more informed decisions when it comes to their ad placements.

Meta’s new tools come at a critical time, as many Twitter advertisers are still being cautious with their ad spend due to recent changes in the platform, resulting in an 89% dip in spending for the top 10 advertisers this year. With these powerful new ad placement controls, Meta provides an essential layer of safety for brands navigating the digital world.