Facebook and Instagram are rolling out ad controls to more brands, expanding a pilot program from last year that relies partly on AI to make in-feed environments safer for marketing.
On Thursday, Meta, Facebook’s parent company, announced that it was ready to offer “brand suitability” filters to more advertisers. Since last year, Meta has been taking a new approach to brand safety, by introducing filters that prevent ads from appearing in placements that are deemed risky in feeds.
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Meta partnered with Zefr, a verification service, to report independently to brands how the filters performed—whether they kept ads away from unfortunate content. Artificial intelligence is working behind the scenes to apply the filters that correspond to industry standards that have been hashed out through the industry group Global Alliance for Responsible Media.
Meta has tested the program with more than 25 advertisers since last year, when it first announced the tool, according to Samantha Stetson, Meta’s VP of client council and industry trades. Meta will bring on more third-party verification partners, DoubleVerify and Integral Ad Science, Stetson said. Meta also intends to develop the same filters for Reels videos and Stories.