Thursday, 3 April 2025
24.9 C
Singapore
26.8 C
Thailand
20.7 C
Indonesia
27 C
Philippines

Meta introduces updated brand safety controls for advertisers

Meta launches updated safety controls for advertisers, allowing them to manage comments, block profiles, and work with partners for better ad placement.

Meta has introduced new brand safety tools and ad placement controls that give businesses more flexibility over how their advertisements are presented on Facebook and Instagram. These updates are aimed at helping brands ensure their ads appear in appropriate places while offering more control over the interaction with their audience.

One of the key new features is the ability for advertisers to disable comments on their ads before they go live. Meta is testing this feature, allowing businesses to manage how their promotions are displayed more effectively. You can either turn off comments completely or leave them open to everyone. However, at this stage, you can’t restrict comments to specific groups, such as followers only.

Meta explains, “We understand this functionality can be important for brands when running sensitive campaigns or during periods of heightened sensitivity.” This makes it easier for businesses to avoid potentially damaging comments when their ads run in delicate situations or after a controversial event.

Although turning off comments can provide protection, some might see it as an overly defensive or even deceptive move. Brands anticipating negative reactions to their ads may need to address broader branding concerns instead of silencing their audience. Still, this option allows advertisers to choose what works best for them.

It’s worth noting that advertisers have long been able to disable comments on their Facebook and Instagram ads after theyโ€™ve been published. The key difference here is that now they can do so before the campaign starts.

Meta has stated that this feature is currently available to a limited number of businesses as part of a test.

Expanded control over ad placement

Meta has also expanded its ad placement controls, offering businesses more control over where their ads are shown across Facebook and Instagram. Last year, Meta introduced the option to place ads on Facebook and Instagram profiles, a feature designed to help brands reach highly engaged customers with content. Now, businesses can block their ads from appearing on specific Instagram profiles using a โ€œpublisher block list.โ€

Based on positive feedback, Meta is extending this feature to Facebook profiles. This means you can now control which public profiles your ads appear on, helping to avoid associations with users or identities that donโ€™t align with your brand image.

You can upload a list of public profiles where you don’t want your ads to appear, giving you even more control over your ad placement on the platform.

New block list options with partners

Meta is also working on enhancing its block list options by allowing businesses to use third-party block lists created by their partners. This new feature will help advertisers working with Meta Business Partners decide which content categories to avoid.

โ€œBusinesses will work directly with Meta Business Partners to determine which specific categories they may want to block,” Meta explained. “These decisions happen directly between businesses and their chosen Meta Business Partner because businesses should ultimately decide their suitability preferences.”

In early tests, combining Metaโ€™s inventory filter for Feed and Reels with third-party block lists has increased brand suitability rates. These block lists provide businesses with another layer of control over where their ads appear, helping to ensure they align with the companyโ€™s values and audience.

Meta is collaborating with Integral Ad Science (IAS) as the initial test partner for this feature.

Enhancements to brand safety tools

In addition to these updates, Meta is upgrading its Brand Safety and Suitability Centre. The new interface will make it easier for advertisers to manage their ad placements, ensuring businesses have control over their ads and that they are shown in suitable contexts.

These new tools and updates from Meta are designed to give advertisers more control over where and how their ads are shown. While caution may be needed in some situations, these changes offer businesses the flexibility they need to manage their online presence more effectively.

Hot this week

Uwant D500 Pro Wet and Dry Vacuum Cleaner review: Designed for comfort and ease of use

The Uwant D500 Pro Wet and Dry Vacuum Cleaner offers powerful suction, real-time sterilisation, and ergonomic design for effortless cleaning. With self-cleaning, AI-powered drying, and intuitive controls, it ensures a seamless, low-maintenance experience for modern homes.

China-aligned hacker group FamousSparrow resurfaces in cyberattacks

ESET finds China-linked hacker group FamousSparrow still active with upgraded tools, targeting institutions in the US, Mexico and Honduras.

Roblox introduces new parental controls to enhance child safety

Roblox introduces new parental controls, allowing parents to block games, restrict friends, and monitor their childโ€™s activity for better safety.

Huawei reports 38% revenue surge as smartphone sales soar

Despite US sanctions, Huaweiโ€™s consumer business revenue surged 38% in 2024, driven by strong smartphone sales and home-grown chip production.

Owndays and Huawei launch new titanium smart audio glasses

Owndays and Huawei launch the Eyewear 2 Smart Audio Glasses Titanium Edition, featuring Bluetooth 5.3, 11-hour playback, and a premium frame.

Qualcomm expands AI research with MovianAI acquisition

Qualcomm has acquired Vietnamese AI research firm MovianAI to boost its AI development in smartphones, PCs, and software-defined vehicles.

Roblox introduces new parental controls to enhance child safety

Roblox introduces new parental controls, allowing parents to block games, restrict friends, and monitor their childโ€™s activity for better safety.

Anthropic introduces Claude for Education, a new AI chatbot plan for universities

Anthropic launches Claude for Education, an AI chatbot plan for universities that offers advanced learning tools and administration support.

Exabeam introduces Nova, an agentic AI that boosts cybersecurity operations

Exabeam unveils Nova, a proactive AI agent that boosts security team productivity and reduces incident investigation time by over 50%.

Related Articles