Image by DALL·E Pic: Midjourney
Editors' Note: Many Fast News images are stylised illustrations generated by Dall-E. Photorealism is not intended. View as early and evolving AI art!
Safety tools expand,
Meta's block lists now in place,
Brands gain more control.
Meta addresses brand safety concerns, rolls out Third Party Block Lists in Australia
Meta has gone some way to settle advertisers brand safety concern's after the social media giant last month turned away from third-party fact checking on its platforms in the US, this week introducing Third Party Block Lists to the Australian market.
The new brand safety tool is accessible through partnerships with DoubleVerify, Zefr, and IAS, with the rollout following initial testing conducted with IAS.
The Third Party Block Lists tool enables businesses to collaborate directly with Meta Business Partners to specify categories they wish to block. This allows advertisers to create blocklists for any category, ensuring compliance with Meta's Discriminatory Practices policy. The tool supports 34 languages, providing extensive coverage and scalability for global brands.
The content blocklists offer advertisers increased precision in avoiding adjacent content that may not align with their brand values. The solution can be integrated with Meta's existing inventory filter or utilised independently.
In recent metrics, more than 99% of content adjacent to ads in Feed and Reels has been deemed brand safe, according to measurements by brand safety and suitability Meta Business Partners. Meta's current brand safety controls include Inventory Filters, topic exclusion lists, and content type exclusions.
Meta's Inventory Filters provide three settings: Expanded, Moderate, and Limited inventory. The company collaborates with Business Partners AdLoox, DoubleVerify, IAS, and Zefr for third-party brand safety and suitability verification.
Managing Director of Meta ANZ, Will Easton, said: "Ensuring brand safety and suitability for our advertisers continues to be a priority for Meta and for years we’ve invested in this area with a robust range of tools. Third-party content block lists is the latest tool to give advertisers even more control over their brand suitability across Facebook and Instagram Feed and Reels. We will continue to uphold the industry standards around brand safety and suitability and invest in new tools to meet the needs of Australian advertisers."
