New Brand Safety and Suitability Control for Ads on Threads

Key takeaways

• Today, we are bringing third-party content block lists, which were already available on Facebook and Instagram Feed and Reels, to Threads Feed.
• This control is now available through all four existing brand safety and suitability partners: DoubleVerify, IAS, Scope3, and Zefr.
• More than 99% of content next to ads in Feed and Reels on Facebook, Instagram, and Threads is brand safe, as independently measured by our brand safety and suitability partners.
• We’re also onboarding two new brand safety and suitability partners, Channel Factory and Protected by Mediaocean.

We continue to give advertisers more control and transparency over their brand environment across our platforms. From day one, we launched ads on Threads with our first-party inventory filter and added third-party verification within nine months. Today, we are bringing third-party content block lists to Threads Feed with support for all four brand safety and suitability partners — DoubleVerify, IAS, Scope3, and Zefr — making this available to as many advertisers as possible, with support in dozens of languages.

These content block lists, which are also available on Facebook and Instagram Feed and Reels, are intended to help ensure advertisers have more precision in avoiding adjacent content that may not be suitable for their brand. Advertisers will work directly with the third-party partners to determine which specific categories they may want to block.

This control can be layered on top of Meta's inventory filter or used independently. While these controls help to maintain individualized brand suitability standards, more than 99% of content next to ads in Feed continues to be brand safe across Facebook, Instagram, and Threads, as independently measured by our brand safety and suitability partners.

We're also expanding the partner ecosystem to give advertisers more choice in how they verify and manage the suitability of their ad placements. Advertisers will be able to work with both Channel Factory and Protected by Mediaocean in the coming months for brand safety and suitability verification and control.