Meta has announced a series of new brand safety and placement tools designed to give advertisers greater control over where and how their ads appear on Facebook and Instagram. These updates come in response to growing concerns about the potential for brand safety issues and the need for more granular targeting options.
One of the most significant changes is the introduction of a new feature that allows advertisers to deactivate comments on their ads before they go live. This can be particularly useful for brands running sensitive campaigns or during periods of heightened scrutiny. While this feature can help to protect brands from negative comments and trolling, it also raises questions about transparency and engagement. Some argue that disabling comments can be seen as overly protective and even deceptive.
As explained by Meta:
“We understand this functionality can be important for brands when running sensitive campaigns or during periods of heightened sensitivity.”
In addition to comment controls, Meta is also rolling out expanded ad placement controls that allow brands to specify which profiles their ads can or cannot appear on. This can be helpful for avoiding problematic identities or those that are not a good branding fit. Brands can now upload a list of public profiles on which they do not want their ads to appear.
“Last year, we started rolling out the ability for businesses to run ads on Facebook and Instagram profiles, which is a great opportunity to reach more customers while they’re deeply engaged. To give businesses more control over which profiles their ads can appear on, we tested the ability for them to block their ads from appearing on certain Instagram profiles by applying a “publisher block list”. Based on the interest in this feature, we are expanding the control from Instagram to Facebook profile ads.”
Meta has also enhanced its block lists option, now supporting third-party created block lists for brands working with Meta partners. This provides advertisers with even more flexibility in managing their brand safety.
These updates are a positive step forward for advertisers looking to protect their brand and ensure that their ads are appearing in the right places. However, they also raise important questions about the balance between brand safety and transparency. As social media platforms continue to evolve, it will be essential for advertisers to stay informed about the latest tools and best practices for protecting their brand.