Meta Expands Third-Party Blocklist Support for Advertisers

Meta is increasing advertisers’ control over where their ads appear on Facebook and Instagram, expanding its support for third-party blocklists to ensure brand safety. Initially launched with Integral Ad Science (IAS) last October, the program now includes DoubleVerify and Zefr as additional partners.

Blocklists help advertisers prevent their ads from appearing alongside unsuitable content, reducing the risk of brand association with controversial or inappropriate material. Instead of manually filtering placements, businesses can now work with Meta-approved partners to create customized exclusion lists tailored to their specific needs.

As Meta explains: “Ensuring brand safety and suitability through our robust suite of tools for advertisers continues to be a priority for Meta, and we continue to invest in this area. After initial testing with IAS, we have been working with all existing brand safety and suitability Meta Business Partners to give businesses even more control over where their ads appear in Facebook and Instagram Feed and Reels.”

Advertisers will collaborate directly with IAS, DoubleVerify, or Zefr to determine which content categories they want to avoid. Meta emphasizes that businesses should have full control over their suitability preferences while ensuring that all blocklists comply with its Discriminatory Practices policy and reporting standards.

This enhancement builds on Meta’s existing inventory filters, offering an additional layer of precision in ad placement decisions. While overuse of blocklists can sometimes restrict ad reach, working with verified Meta partners aims to provide a balanced approach that maximizes both brand safety and campaign effectiveness. With brand suitability becoming a growing concern in digital advertising, Meta’s expanded blocklist support provides businesses with greater confidence and control over their ad environments.