Meta Introduces Expanded Brand Safety and Ad Placement Controls

Meta has launched new tools to improve brand safety and control for advertisers on Facebook and Instagram. These updates include enhanced comment management and greater control over ad placements, helping businesses ensure their promotions are displayed in suitable environments.

One key update allows advertisers to disable comments on ads before they are published, a feature currently being tested by select businesses. While Meta has previously allowed comment control after ad publication, this update adds pre-launch comment deactivation for the first time. Additionally, businesses can now block their ads from appearing on specific Instagram and Facebook profiles by uploading a “publisher block list.” This tool is designed to help brands avoid associating their ads with profiles or individuals that may not align with their brand image.

Meta is also collaborating with third-party partners like Integral Ad Science (IAS) to introduce block lists created by external providers. These lists enable advertisers to block specific categories of content across Meta’s apps, further enhancing brand safety. Early testing has shown that pairing Meta’s inventory filters with third-party block lists can improve brand suitability for businesses.

On top of this, Meta has updated its Brand Safety and Suitability Center, providing a more user-friendly interface for managing ad placements and safety settings. These enhancements give businesses greater control over where and how their ads appear, ensuring they reach appropriate audiences in a brand-safe environment.