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Meta unveils new brand safety controls for Facebook and Instagram Ads

Meta unveils new brand safety controls for Facebook and Instagram Ads

Meta also claims to have a new lineup of brand safety controls on Facebook and Instagram in place, which allows businesses to maintain control over where their ads will be placed across these platforms. More than ever, digital advertising continues to grow, and companies’ number one priority is getting the right kind of placements for ads in brand-safe environments. With these most recent updates, Meta promises greater transparency for advertisers, which gives them better insight into how they can protect their brand image and work towards optimal ad placement.

Here’s the gist of what’s new:

1. Enhanced Filters for Inventory
Meta has rolled out new inventory filters that allow advertisers to control which types of content their ads should and shouldn’t appear next to. There are three levels of content settings in the filters:

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Full Inventory: Allows the ads to appear next to all types of content, including sensitive ones.

Standard Inventory: Removes some sensitive content for a balanced approach for most brands.

Low Inventory: Strict blocking that ensures ads are served only in the most insensitive environment.

This filter gives the advertisers the flexibility to pick the correct level of sensitivity for their campaign, and it is aligned to their specific brand safety concern.

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2. Control Over Placement in Reels and Stories
With the adoption of Instagram Reels and Facebook Stories, advertisers now have control over whether ads will appear within these formats.
This will ensure that brands’ content strategy aligns with user behavior while at the same time ensuring brand safety.

3. Third-Party Brand Safety Partnerships
A new partnership with a third-party company such as Zefr provides independent verification of where ads appear, giving businesses an added layer of confidence that their ads are appearing in the appropriate and safe context. Future access to live reports from Zefr tracking ad placements across Facebook and Instagram.

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4. Increased Transparency and Reporting
Meta is further expanding its reporting capabilities to enable an advertiser to better understand where their ads are running. This includes rich reports on Audience Network ad placements, as well as those running in Instagram and Facebook’s main feeds. The advertisers will also see metrics in real-time showing how effective these brand safety controls are.

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5. Topic Exclusions in Testing
Meta is testing topic exclusions, which will allow advertisers to exclude entire categories of content from where their ads will be placed. A feature currently in beta, designed to give brands greater control over what kind of content their ads are associated with, such as politics, sensitive news categories, or other hotly contested topics.

Why it Matters for Brands
At a time when the consumer is sensitive to where they witness advertisements, it becomes very important to make sure that the brand’s ads come in front of its target audience in a positive, safe environment. Meta’s new controls further enable advertisers to take much more targeted action in the protection of their brand reputation while, at the same time, maximizing ad reach.

These updates are also reflecting Meta’s constant efforts in response to the concerns of the advertisers, especially putting into account past controversies over placements of ads. Meta looks forward to extending more control and transparency, thus establishing a stronger trust with the advertisers while keeping a safer digital marketing space.

Conclusion
Meta has given brands the most comprehensive set of controls yet to protect their ads on Facebook and Instagram from brand safety issues. As these features roll out more widely, better protection against undesirable content placement, improved transparency, and higher confidence in their digital marketing efforts are in store for brands.

New features such as this will further help you in optimizing campaigns if you already use Facebook or Instagram ads to advertise in a safe, brand-friendly environment. You can contact Bloom Agency for Facebook ad agency and improve ROI for your brand.

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