Advertising Week 2024: New Brand Suitability Controls | Meta October 2024

Takeaways

• We’re testing the ability for businesses to turn off comments on ads, and we’re expanding the ability for them to control which profiles their ads can appear on from Instagram to Facebook.
• Businesses can benefit from expanded third party capabilities, including a new content block list control for Feed and Reels, and 75% faster data availability for measurement dashboards. ¹
• Finally, businesses can save time with easier and more efficient ways to control their suitability preferences in the Brand Safety and Suitability Center.

Over the past several years, we’ve invested in tools that give businesses more control and transparency over the safety and suitability of their brand environment. As part of our ongoing commitment to this space, we are announcing testing of new brand suitability controls, expansions to our continued partnership with Meta Business Partners, and new ways businesses can save time with more efficient Meta ads tools.

New Brand Suitability Controls for Businesses

We know it’s important for businesses to have control over how their ads appear across Facebook and Instagram, which is why we’ve spent years investing in brand safety and suitability tools across our platforms. For example, in March of 2023, we introduced an inventory filter for content on Feed, and it now supports Reels and dozens of languages.

Today, we’re announcing that we’re testing a new control that allows businesses to turn off the comments on their Facebook and Instagram ads. We understand this functionality can be important for brands when running sensitive campaigns or during periods of heightened sensitivity. Comment controls are currently available to a limited number of businesses, and we will continue to test and iterate on this functionality and its availability.

We’re also giving businesses more control over the profiles their ads can appear on. Last year, we started rolling out the ability for businesses to run ads on Facebook and Instagram profiles, which is a great opportunity to reach more customers while they’re deeply engaged. To give businesses more control over which profiles their ads can appear on, we tested the ability for them to block their ads from appearing on certain Instagram profiles by applying a ​“publisher block list”. Based on the interest in this feature, we are expanding the control from Instagram to Facebook profile ads. Businesses can simply upload a list of any public profiles where they don’t want their ads to appear.

Driving More Control and Transparency with Deepened Third-Party Integrations

In addition to building brand safety and suitability controls into our first-party tools like Ads Manager and our Brand Safety and Suitability Center, we’ve heard from businesses that it’s important we continue to deepen our integrations with third parties. In response to this feedback, we’re working with Meta Business Partners to give businesses even more control over where their ads appear in Feed and Reels through third-party content block lists.

Businesses will work directly with Meta Business Partners to determine which specific categories they may want to block — these decisions happen directly between businesses and their chosen Meta Business Partner because businesses should ultimately decide what their own suitability preferences are. In early testing, when pairing Meta’s inventory filter for Feed and Reels with this third-party content block list, businesses are seeing their brand suitability rate increase with this added layer of control.

We’ve selected Integral Ad Science (IAS) as the initial test partner and our intention is to bring this functionality to market and make it available to our other Brand Safety and Suitability Meta Business Partners in early 2025 once testing and analysis is complete.

Enhancing Third-Party Verification Capabilities

In addition to developing these third-party controls for brand safety and suitability, we’ve been working to improve our existing third-party verification capabilities. We recently made updates that allow businesses to benefit from a more than 75%1 improvement in how quickly data is made available to third-party Brand Safety and Suitability partners. This will enable advertisers to more quickly analyze the content adjacent to their ads and adapt as needed.

Making Campaign Suitability Setup and Management Easier

We’re saving businesses time with easier and more efficient ways to control their suitability preferences with updates to our Brand Safety and Suitability Center. Earlier this year we launched the overview dashboard which gives advertisers a summary of some of their brand suitability settings. Now, businesses can also control their brand safety and suitability settings — including inventory filter for both in-content and in-feed ads, as well as publisher block lists — from the overview dashboard.

We will continue to invest in these areas and demonstrate our commitment to leading the industry in brand safety and suitability product innovation.