Meta announced it is expanding brand safety and suitability controls for advertisers on Threads by introducing third-party content block lists to Threads Feed, extending tools that were already available on Facebook and Instagram Feed and Reels.
The company said the feature will launch with support from all four of its existing brand safety and suitability partners: DoubleVerify, Integral Ad Science, Scope3, and Zefr. Meta said the controls will be available in dozens of languages in an effort to broaden access for advertisers globally.
According to Meta, the content block lists are designed to provide advertisers with more precise control over the types of content that may appear adjacent to their advertisements. Advertisers will work directly with third-party partners to determine which content categories they wish to block from appearing near their ads.
The company said advertisers can use the block lists independently or alongside Meta’s existing inventory filter. Meta also stated that more than 99% of content appearing next to ads in Feed and Reels across Facebook, Instagram, and Threads continues to meet brand safety standards, based on independent measurement from its brand safety and suitability partners.
In addition to the Threads expansion, Meta announced it is adding two new partners to its brand safety and suitability ecosystem: Channel Factory and Mediaocean through its “Protected by Mediaocean” offering. The company said advertisers will be able to work with both organizations in the coming months for verification and ad placement controls.
Meta said the latest updates are part of its broader effort to provide advertisers with greater transparency and control over their brand environments across its platforms.
