Meta boosts brand safety tools and third party verification
Facebook and Instagram owner Meta is rolling out new inventory filters to its English speaking markets as well as a third party verification solution for Facebook feed. It has also announced that its third-party verification solution for Facebook Feed is also now available through Zefr.
Meta has launched new tools to help advertisers assert more control over the type of content appears above and below their own ads on Facebook and Instagram. The solution feed environment, they can now choose between the three settings based on their own suitability preferences.
The brand safety solution enables advertisers to choose one of three settings;
- Expanded inventory: This is the default setting and shows ads next to content that a) adheres to Meta's own Community Standards while also meeting its monetisation eligibility criteria.
- Moderate inventory: This setting filters excludes content that may be considered high risk, in alignment with the GARM Brand Suitability Framework.
- Limited inventory: Finally, this is the most conservative approach, this filter excludes content that may be considered filtering out both high and medium risk content in alignment with the GARM Suitability Framework
According to Naomi Shepherd, Group Industry Director, Meta ANZ, “We’ve spent many years working closely with partners across the industry, including the Global Alliance for Responsible Media (GARM), to move forward industry frameworks for brand suitability. These developments highlight our ongoing collaboration with industry partners and the critical work we’re doing to meet the needs of advertisers today by providing controls and transparency."
During the recent Meta earnings call, CEO Mark Zuckerberg spoke at length about the role of AI in enhancing the platform, and this is the latest iteration of that approach.
According to a company spokesperson, "These models will complement our existing technology, which already identifies content that violates or potentially violates our Community Standards and Guidelines. This system learns to classify content in Facebook and Instagram Feeds – not only text but also video and images – to determine if it meets our monetisation policies; if it does not, the content is not eligible to have ads appear above or below it. When content is found to be eligible for ad adjacency, the models assign it to a suitability category. "
