Snap launches new brand suitability suite for advertisers | February 2025

Snap has launched a new brand suitability suite for advertisers, which includes expanded controls, new ads manager integrations, and third-party verification and measurement.

The announcement:

Snapchat has been designed from the outset as a distinct and safer alternative to traditional social media platforms. Unlike conventional social media feeds, Snapchat opens directly to a camera and restricts the ability for unmoderated content to reach a broad audience. Broadcast content is held to a higher standard to ensure compliance with the platform’s content guidelines, reflecting Snapchat’s long-standing commitment to providing a brand-safe environment for its community and partners.

Introducing New Brand Suitability Solutions

Snapchat is pleased to announce the launch of new brand suitability solutions, providing advertisers with greater control over content adjacency. This initiative enables advertisers to select the most appropriate tier level for their campaigns, ensuring alignment with their brand values and preferences. These brand suitability controls offer increased choice and flexibility by allowing advertisers to determine the content and publishers their ads may appear alongside. Advanced machine-learning technology further enhances the platform’s capabilities by categorising content into Snapchat’s inventory tiers based on sensitivity and risk levels. This real-time content adjacency placement ensures that advertisers can confidently align their campaigns with their selected suitability tier.

The Brand Suitability Suite includes Full, Standard, and Limited tier options, along with expanded placement coverage. Additionally, Snapchat has integrated third-party brand safety solutions for post-campaign reporting, working with third-party measurement partners. Advertisers will have the ability to set their suitability preferences when creating ad sets within Ads Manager, with real-time updates to campaign estimations, such as reach, impressions, and audience size. This inventory filter applies to all inventory sources under the selected ad set.

New Measurement Partnerships

Further strengthening its commitment to brand safety, Snapchat has expanded its measurement partnerships. In addition to its existing collaboration with Integral Ad Science, Snapchat is now partnering with leading measurement providers DoubleVerify and Zefr. These partnerships will enhance measurement capabilities, offering advertisers best-in-class reporting on brand safety and suitability performance for Snapchat campaigns.

Recent findings from Snapchat’s live measurement solution with Integral Ad Science indicate that, over the past 30 days, Spotlight and Creator Stories content has maintained an average of 99% brand safety compliance*. The integration of third-party measurement solutions provides advertisers with additional reporting options, ensuring a comprehensive approach to content adjacency and brand suitability.

Ongoing Commitment to Brand Safety

Snapchat remains dedicated to fostering a safe and positive environment for its community and partners. The platform will continue to explore new solutions and strengthen partnerships with industry leaders to uphold the highest standards of brand safety and suitability.

*Brand safe, as defined by the brand safety floor, across 3 billion impressions