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Meta's Brand Safety Updates: New Ad Control Options for Ad Partners

Meta announces new ad placement control options, providing more assurance to ad partners and more control over brand exposure. The update will also expand to Reels, Meta's fastest-growing content format.

Meta Enhances Brand Safety with New Ad Controls

Meta has announced new ad placement control options to provide additional assurance for ad partners, increasing advertisers' control over brand exposure. Notably, these controls will soon extend to Reels, Meta's rapidly growing ad consideration platform.

Firstly, Meta has broadened its brand suitability verification for Instagram Feed with Zefr now offering this additional aspect within its Meta ad verification service. Zefr's third-party brand suitability verification solution for Instagram Feed is an AI-powered measurement solution providing marketers with greater transparency into their Meta campaigns by measuring GARM brand safety and suitability across Instagram and Facebook Feed placements.

Meta initially launched its Facebook feed verification offering in March, and has now incorporated Instagram's feed into the service. This expansion provides an additional level of reassurance for Meta's ad partners by extending ad controls' availability.

Furthermore, Meta is adding Arabic, Chinese, French, and Portuguese to its inventory filters and third-party brand suitability verification elements for Facebook and Instagram. This language expansion, which joins English and Spanish, gives brands more options to manage their ad placements.

Lastly, Meta is testing a new inventory filter option on Reels to expand ad partners' ability to ensure brand safety in content placement. Given Reels' fast growth as a content format, advertisers are keen to leverage the short-form video feed for increased exposure.

These enhancements aim to provide greater assurance to Meta's ad partners, an important consideration amidst ongoing concerns on competing platforms. As Meta heads into the holiday season and the year's biggest ad push, these additional measures could significantly boost its appeal to advertisers, maximizing ad revenue intake for the year-end.