It has been a busy start to the year at Meta. We launched new products to help advertisers maximise their campaign performance, new tools to give advertisers more control over where their ads appear on our platforms, and changes to Meta’s content policies to reduce complexity and over-enforcement, while also allowing more discourse on our platforms.

Advertisers may wonder how these announcements impact them. The answer is simple. Our commitment to being the best place to reach customers and for brand safety is unchanged. Here’s an overview of the tools and some of our most recent updates.

Helping advertisers drive performance

AI is at the heart of everything we do and is delivering results for the millions of advertisers that use our platforms. Nearly all our advertisers are already using AI with tools like Advantage+ to help drive performance. We recently introduced more tools into this suite, including Opportunity Score, which represents on a point scale of 0 to 100 how optimised your campaigns, ad sets and ads are. Your score is based on how many Meta Ads Manager recommendations you apply, and those recommendations are ranked based on estimated performance impact.

Generative AI is another area where we are  seeing strong momentum, especially with our ad creative tools. Last year we introduced new generative AI creative tools for ads, helping advertisers create different variations of their ad creative faster, achieving more in less time and with fewer resources. Already, four million advertisers are using at least one of these tools. The quick uptake has been promising, and I look forward to seeing what new value these enhancements drive for advertisers.

Prioritising brand safety and suitability

We recently made some changes to Meta’s content policies to reduce complexity and over-enforcement and to allow more discourse. To ensure that everyone’s voice is valued, we take great care to create Community Standards that include different views and beliefs, even if some may disagree. While our commitment to expression is paramount, we recognise there are risks for abuse, and take steps to remove illegal or egregious content that goes against our standards.

We know it’s also important for advertisers to have confidence about the types of content their ads appear within or alongside, which is why for years we've offered a suite of brand suitability tools for advertisers.

This includes the AI-powered inventory filter for Facebook and Instagram Feed and Reels. These controls align with the Global Alliance for Responsible Media (GARM), an industry trade organisation created to ensure that harmful content is not monetised. Advertisers can choose from three settings to control the type of monetisable content that can appear above or below an ad: expanded inventory; moderate inventory; or limited inventory. If an advertiser doesn’t want their ads to appear next to content focused on debated social issues they can select the “limited” inventory filter.

We also provide advertisers transparency with third-party verification through our partner Zefr. This gives advertisers valuable insight into the content their ads are running adjacent to, allowing them to measure their brand suitability. Zefr’s tests have confirmed that less than one percent of content on Facebook Feed falls into the high risk GARM suitability category.

This month, we also started to roll-out third party content block lists, via our partners DoubleVerify, Zefr and IAS. This offers a level of customisation that ensures brand safety measures are tailored to each advertiser's specific needs and goals. These new tools help advertisers have more precision in avoiding adjacent content that may not be suitable for their brand. This solution can be layered on top of Meta's existing inventory filter or used independently.

Some brands may find this more helpful than others. For example, an environmentally focused brand might choose to block ads from showing up next to content that may not align with its sustainability mission. This solution supports 34 languages, ensuring coverage and scalability for global brands.

Helping advertisers flourish

We know it was a busy start to the year, and we continue our ongoing commitments to meet the needs of our partners and users. By supporting advertisers with the tools they need to succeed, we're not only helping them drive performance and connect them with millions of customers around the world, but also fostering a safe and respectful online community. We're proud to be a partner to businesses everywhere, and we look forward to helping them flourish in the years to come.