Meta has started to roll out its AI-powered brand suitability inventory filters for ads on Facebook and Instagram.
The tools are rolling out to English-speaking countries around the world, including Australia and New Zealand. The same tools for non-English speaking countries are in development.
The company also announced that its third-party ad verification solution, powered by walled garden brand suitability specialists Zefr, for Facebook is now available,. Advertisers are set to be onboarded in “the coming months.”
The company has been developing the AI-powered tools since 2020 and Meta said it had been working closely with the Global Alliance for Responsible Media (GARM), which works to ensure that people do not get paid via ads for harmful content.
Advertisers on Facebook and Instagram will be able to choose from three settings to control the type of monetizable content that can appear above and below an ad.
Expanded inventory is the default setting and shows ads next to all content. Or, as Meta makes clear, adheres to its community standards and meets its monetisation eligibility criteria.
Moderate inventory is for those advertisers that want to play it a bit safer. The filter excludes content that some people might deem harmful such as “artistic nudity,” “dramatic depictions of weapons,” and breaking news or op-ed coverage of hate speech or acts.
Finally, limited inventory is for the most prudish of advertisers. This filter excludes content that may be considered both high and medium risk, in alignment with the GARM Suitability Framework.
Meta has built a multi-stage AI system to classify content automatically for advertisers. It said that the new model will complement its existing technology that identifies content that violates its community standards.
“We’ve spent many years working closely with partners across the industry, including GARM, to move forward industry frameworks for brand suitability, and we are proud to now launch our brand suitability solutions, which are essential to meet the needs of advertisers today,” said Naomi Shepherd, Meta ANZ’s group industry director.
“These developments highlight our ongoing collaboration with industry partners and the critical work we’re doing to meet the needs of advertisers today by providing controls and transparency. We’re excited to be rolling these tools out to our partners across Australia and New Zealand, which leverage AI as one of the driving forces behind these industry-leading solutions.”
Meta said its early testing had been promising but it would also continue to improve the inventory filter over time.
It also found that the majority of the content on the platform was non-sensitive. Zefr said that advertisers were able to avoid high-risk adjacency with over 99 per cent effectiveness while maintaining their performance levels.
Here’s a look at how the tools work:
