Meta’s recent overhaul of its content standards and free speech policies has sparked industry-wide conversations about brand safety and suitability. For advertisers that depend on trust and precision, this is a crucial moment to align advertising strategies with brand values.
At Level Agency, we see this as an opportunity to deepen the confidence our clients place in us by taking a proactive stance on Meta’s tools for brand safety and suitability.
What’s Changing at Meta?
Recently, Meta made headlines with updates to its content moderation policies, signaling a shift toward greater transparency and inclusivity for diverse viewpoints. While these changes aim to uphold free speech, they also introduce new complexities for advertisers who want to ensure their ads appear alongside content that aligns with their values.
The Financial Times recently reported on Meta’s free speech overhaul, emphasizing the potential impact on the advertising ecosystem. Headlines like these can provoke uncertainty among advertisers. However, we believe the real story is about how brands can adapt using the advanced tools Meta has already put in place.
Our Perspective on Meta’s Suitability Tools
Level Agency has always balanced creative ambition with scientific precision. In this case, Meta’s suite of brand safety controls provides an opportunity to double down on that approach. Here’s how we recommend applying these tools to ensure your brand’s integrity while optimizing campaign performance:
1. Inventory Filters: Setting the Standard
Meta’s Inventory Filters let you choose the type of content your ads appear next to. The three options available are:
- Full Inventory: Your ads may appear alongside all content that meets Meta’s community standards, maximizing reach but with the least content sensitivity filtering.
- Standard Inventory: This default setting balances reach and brand safety by excluding highly sensitive content.
- Limited Inventory: This provides the highest level of content sensitivity, ensuring your ads avoid appearing next to moderately sensitive content.
While all three options have their merits, we generally find that Standard Inventory is a good fit for most advertisers, offering the ideal combination of performance and brand safety. However, we collaborate closely with each client to select the best option based on their unique needs and goals.
2. Content Type Exclusions: Tailoring Your Approach
Ads placed in live streams or from unvetted publishers can pose risks for brand alignment. We recommend:
- Excluding Live Videos: This minimizes the chance of ads running alongside unpredictable or controversial content.
- Non-Partner Publishers: Opting out ensures ads only appear with content from vetted, trusted sources.
3. Topic Exclusions: Defining Your Boundaries
Meta allows advertisers to exclude specific topics such as politics, religion, and gaming. While these categories are suitable for most advertisers, we work closely with each client to identify exceptions that align with their unique brand voice.
4. Block Lists: Adding Precision
Block lists allow for granular control over where your ads appear. By preemptively excluding specific URLs or Facebook Pages, we ensure your ads avoid placements that could compromise your brand integrity.
5. Delivery Reports: Staying Transparent
Transparency is critical to building trust. By analyzing Meta’s Delivery Reports, we help clients monitor ad placements and ensure their campaigns meet stringent brand safety standards.
Why This Matters Now
As the digital advertising landscape evolves, knee-jerk reactions to headline-driven concerns can lead to missed opportunities. Meta remains a cornerstone of performance marketing, and its tools—when applied thoughtfully—allow brands to navigate these changes with confidence.
Our message to clients is simple: Brand safety is not about fear; it’s about control. By leveraging Meta’s suitability tools in a measured and strategic way, we protect your brand while unlocking the full potential of one of the most impactful advertising platforms available.
What’s Next?
We’re committed to keeping our clients ahead of the curve. As Meta’s policies continue to evolve, our team remains vigilant, evaluating any potential risks and adjusting strategies accordingly. This proactive approach ensures that your campaigns deliver results without compromising your values.
