Snapchat Introduces New Ad Placement Controls to Strengthen Brand Safety

Snapchat has unveiled new ad placement controls designed to give advertisers greater control over where their ads appear within the platform. The update aims to enhance brand safety and transparency, addressing concerns about ad adjacency and content suitability.

The new Brand Suitability Suite offers three tiers—Full, Standard, and Limited—allowing advertisers to choose the level of content sensitivity they are comfortable with. According to Snapchap, this provides advertisers with the ability to choose the preferences for each ad set, meaning that they can update individal ranges of ads without having to lock their entire brand to one setting.

To further enhance brand safety, Snapchat has incorporated machine-learning technology to categorize content based on its level of risk. This automated system helps ensure that ads do not appear alongside content that advertisers may find unsuitable. Additionally, Snapchat has partnered with third-party verification firms DoubleVerify and Zefr to provide independent assessments of content suitability. These partnerships offer advertisers additional reporting tools and insights to fine-tune their brand safety settings.

The full documentation includes more details about how these tiers work, and how ad outcome estimations are generated based on the preferences that are used. This makes it easier to judge whether or not choosing certain placement types could negatively impact ad success as a consequence of having stronger brand protection, allowing advertisers to dynamically adjust their options based on whether success or brand image is more important.