Meta To Introduce Brand Safety Tools For Its Ads

Meta To Introduce Brand Safety Tools For Its Ads
B&T Magazine
By B&T Magazine



Facebook and Instagram’s parent company, Meta, is continuing with its plans to develop brand verification along with content based controls for the ads that appear on the feeds of its social media platforms, in an attempt for greater regulation.

Meta, the company behind Facebook and Instagram, has provided an update in regards to its advertisement regulation plans. Initially the tech giant has announced that it plans to collaborate with software company Zefr in order to create a system that can measure that the adds are relevant to the type of content that appears on the Feed. This system is expected to be tested on a small scale within the third quarter of this year and it will move to limited availability in the fourth quarter.

Rich Raddon, co-founder and co-CEO of 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 [Global Alliance for Responsible Media] 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.”

Additionally, Meta is continuing with the development of its new content-based controls that are designed to allow businesses to better manage where their ads will appear on the Feed. These new controls are already deep in the development process and are expected to start being tested sometime in the second half of the year for English languages. Within 2023, content-based controls are expected to be expanded to include Facebook and Instagram Stories, Reels, Video Feeds and other features within the two social media platforms, while including a greater number of languages.

Ben Hovaness, SVP Marketplace Intelligence, Omnicom Media Group, said: “With this announcement, Meta is demonstrating its commitment to core goals of both OMG’s CASA (Council for Accountable Social Advertising) initiative, and GARM – giving advertisers control over – and insights into – where their ads appear. It’s a significant step forward in assuring a transparent and brand-safe environment for advertisers to connect with their customers.”




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