Meta Launches Updated Brand Safety Controls
Meta has recently launched updated brand safety controls aimed at enhancing how advertisers manage their ads on Facebook and Instagram. These new features are designed to provide businesses with greater control over their advertising environments, particularly during sensitive campaigns. Here are the key updates:
New Brand Safety Features
Comment Control
Advertisers can now disable comments on their ads before they go live. This feature is particularly useful for sensitive campaigns where brands may want to avoid negative feedback during critical periods. Previously, brands could only turn off comments after their ads were published, but this new capability allows for proactive management of audience interaction.
Profile Control
Meta has expanded the ability for businesses to block ads from appearing on specific public profiles. This feature, which was initially available only on Instagram, is now also applicable to Facebook. Advertisers can create a “publisher block list” to prevent their ads from being displayed on profiles that do not align with their brand image.
Enhanced Third-Party Integrations
Content Block Lists
Meta is collaborating with Meta Business Partners to offer advertisers more control over ad placements through third-party content block lists. This initiative allows businesses to specify categories of content they wish to avoid, thereby increasing brand suitability rates. Integral Ad Science (IAS) is the first partner in this initiative, with plans for broader integration by early 2025.
Improved Data Availability
The updates include enhancements to data availability for third-party verification, allowing advertisers quicker access to measurement dashboards—reportedly 75% faster than before. This improvement facilitates timely analysis and adjustments to ad content based on performance metrics.
Brand Safety and Suitability Center
Dashboard Updates
The Brand Safety and Suitability Center has been revamped to provide an overview dashboard that summarizes brand suitability settings. This update simplifies the management of inventory filters for both in-content and in-feed ads, along with publisher block lists, making it easier for businesses to customize their ad placements effectively.
Summary
Meta’s updated brand safety controls are designed to empower advertisers with better tools for managing how their ads appear and interact with audiences on Facebook and Instagram. These enhancements reflect Meta’s commitment to improving brand safety and suitability in a rapidly evolving digital advertising landscape.
As digital marketing continues to evolve, maintaining brand safety and suitability is essential for businesses. Digilogy, a trusted digital marketing service provider, can help you navigate these changes and optimize your brand’s ad performance. With our expertise in social media advertising and brand safety strategies, we ensure that your campaigns are not only effective but also secure.
Contact Digilogy today and let us help you elevate your brand safety measures and achieve better results on social media platforms!
