Meta has introduced new features to enhance brand safety and suitability for advertisers on Facebook and Instagram.
New Brand Suitability Controls
- Comment Control: Businesses can now test the ability to turn off comments on their ads on Facebook and Instagram. This feature is useful for sensitive campaigns and is currently available to a limited number of businesses.
- Profile Control: The ability to control which profiles ads can appear on has been expanded from Instagram to Facebook. Businesses can block their ads from appearing on specific public profiles by uploading a "publisher block list."
Third-Party Integrations
- Content Block Lists: Meta is working with Meta Business Partners to offer businesses more control over where their ads appear in Feed and Reels through third-party content block lists. Integral Ad Science (IAS) is the initial test partner, with plans to expand to other partners by early 2025.
- Improved Data Availability: Updates have been made to improve data availability for third-party verification, offering a 75% faster data access for measurement dashboards.
Enhanced Third-Party Verification
- Businesses can now benefit from quicker data availability, enabling faster analysis and adaptation of ad content.
Campaign Suitability Management
- Brand Safety and Suitability Center: Updates include an overview dashboard that summarizes brand suitability settings, making it easier for businesses to manage their preferences. This includes inventory filters for both in-content and in-feed ads, as well as publisher block lists.
Meta continues to invest in tools that provide businesses with more control and transparency over their brand environment, aiming to lead the industry in brand safety and suitability innovations.
