Meta announces brand suitability updates for advertisers

Meta has announced a new development for advertisers on the brand suitability front for content-based controls and verification for Feed.

The content-based controls and verification for Feed consider specific advertisers' preferences who would not want their ads to be displayed around certain types of content on Meta platforms.

The solutions have been designed with an aim to give advertisers an understanding of the types of content that appear beside their ads and reach their marketing goals in a brand-safe environment, with sensitivity towards the content that surfaces on the platform.

Zefr has been selected as the initial partner for providing independent reporting on the context in which ads appear on Facebook Feed. Meta and Zefr will develop a solution to measure and verify the suitability of adjacent content to ads in Feed.

This solution will first go through a testing phase on a small scale in the third quarter of this year, then will be launched with limited availability in the fourth quarter.

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Rich Raddon, Co-Founder and Co-CEO, Zefr said, "The future of the ad industry is moving towards transparent and accurate measurement for brand safety and suitability in complex environments, based on the GARM standards. Zefr is thrilled to partner with Meta to develop the first suitability measurement product for Feed, giving advertisers deeper transparency into their content adjacencies across Meta".

The tool can be used along with the existing third-party brand safety measurement offerings. Meta explains that it will also work towards having the brand suitability integration opportunity open to all badged partners.

Rob Rakowitz, GARM Initiative Lead, World Federation of Advertisers, shares, “Meta and Zefr’s partnership is a welcome step that gives advertisers and agencies post-campaign transparency for Feed – a format that has been hard to measure for some time".

Meta has initiated the development of new controls for Facebook and Instagram Feeds focused on primarily English-speaking markets, with plans to test in the second half of the year before rolling out more broadly in early 2023. Over the course of the next year, the company will expand placement coverage to include Stories, Reels, Video Feeds, Instagram Explore, and other surfaces across Facebook and Instagram, as well as expand to additional languages.