Snapchat has introduced a new brand safety and suitability measurement solution in collaboration with Integral Ad Science (IAS). This partnership aims to provide Snap advertisers with third-party verification to ensure their ads are displayed in safe environments within the app. Initially announced in March, this solution aligns with the GARM Safety Floor Framework, which sets standards for acceptable content for ad placement.
Key Points
- Partnership with IAS: This collaboration offers third-party verification for Snapchat's brand safety, providing advertisers with assurance about ad placements.
- GARM Safety Floor Framework: Ensures ads are not displayed next to unacceptable content.
- High Safety Rating: Early testing showed that 99% of Spotlight and Creator content was deemed brand safe according to GARM standards.
- Verification Limitations: The 99% figure may be inflated as third-party verifiers like IAS and DoubleVerify rely on provided examples rather than having direct access to scan all content.
Additional Insights
- Industry Context: Similar high safety ratings are reported by other platforms like Meta, YouTube, and Reddit, suggesting this is a common industry practice.
- Practical Use: Despite potential limitations, IAS offers confirmation of placement for specific campaigns, which can be more indicative of actual performance.
This new verification option aims to enhance advertiser confidence in Snapchat's ad placements. For more information, take a deeper look at Snapchat brand safety approach here.
