Brand Safety and Suitability
- Brand Safety means protecting your ads from being shown alongside harmful, inappropriate, or unsafe content (like violence or hate speech).
- Brand Suitability goes a step further, allowing you to control where your ads are placed based on your specific brand preferences. For example, you might avoid placing ads near certain types of news, gaming, or live videos if they don’t align with your brand’s image.
- Manual Placements: When setting up an ad, you have the option to choose where it will appear across Facebook, Instagram, Messenger, and the Audience Network. You can also opt out of specific placements if they’re not a good fit for your brand.
- Publisher Block Lists: You can upload a list of websites or URLs where you don’t want your ads to appear, ensuring they stay away from unwanted environments.
- Inventory Filter: This feature adds an extra layer of control, allowing you to filter out certain content types from placements like Facebook Feed, Instagram Feed, Reels, and in-stream video ads. This helps you avoid sensitive or inappropriate content.
- Topic Exclusions for Facebook In-Stream Videos: Choose to exclude certain topics, such as news, politics, gaming, or religion, ensuring your ads don’t appear next to content in these categories.
- Content Type Exclusions: You can stop your ads from appearing in live videos or content from non-monetized publishers, ensuring your ads are shown in environments that have signed up for Meta’s monetization programs.
- Publisher Allow Lists: Create a list of trusted publishers where you’d like your ads to appear, ensuring better brand alignment.
- Content Allow Lists: Partner with trusted Meta Business Partners to review and customize a list of brand-safe videos for your campaigns.
- Partner-Publisher Lists: Meta provides a list of publishers that follow their Partner Monetization Policies. This list is updated daily and can be sorted by placement type. You can use this list to manage your block or allow lists.
- Delivery Reports: These reports give you detailed insights into where your ads appeared, down to the specific publisher or content, ensuring transparency in your ad placements.
- Meta Business Partners: Meta Business Partners can assist in managing brand safety settings, offering additional support to maintain the suitability of your ad placements.
Best practices for ensuring brand suitability in Meta ads
Evaluate Your Needs: Not every business needs to use brand suitability controls like publisher block lists or inventory filters. Consider your brand’s values and whether these controls are necessary.
Rely on Meta’s Guidelines: Meta enforces strict standards, like Facebook Community Standards and Instagram Guidelines, to prevent harmful content (like violence or nudity) from being shown alongside your ads. However, not all content will perfectly match your brand’s preferences.
Keep Delivery Options Open: Restricting placements (by blocking publishers or using filters) can limit the reach of your ads and make them more expensive, as fewer people will see them. Consider balancing your suitability controls with the need for broader ad delivery.
Check Ad Placement Types: Decide if ads within publisher content are right for you. For example, in-stream video ads appear inside publisher videos, while ads on Reels might show as banners, stickers, or video ads in between Reels.
Explore Audience Network: This feature allows you to extend your Facebook and Instagram ads to high-quality apps. You can download the publisher list or check delivery reports to see where your ads are shown.
Understand Your Audience’s Sensitivity: If your product is family-oriented, like children’s toys, you may want to avoid ads appearing alongside sensitive content. Also, consider the rules or cultural sensitivities of different countries when setting up ad campaigns.
Publisher Control: You can create block lists to prevent ads from showing on certain publishers’ platforms, like competitor news sites. On the other hand, allow lists help you pick specific publishers where you prefer your ads to appear.
Plan for Emergencies: If a tragic or controversial event happens, consider whether you want to pause your ads to avoid appearing near that content.
Partner with Experts: Working with a Meta Business Partner who specializes in brand safety can help you make better decisions on where and how your ads are shown.
