Snap has launched brand suitability solutions to give advertisers more control over content adjacency on the platform.
Advertisers will be able to select the most appropriate level of control for a campaign, which ensures alignment with the brand’s values and preferences.
The brand suitability controls offer increased choice and flexibility by allowing advertisers to determine the content and publishers their ads may appear alongside.
Advanced machine-learning technology further enhances the platform’s capabilities by categorising content into Snapchat’s inventory tiers based on sensitivity and risk levels. This real-time content adjacency placement gives advertisers the confidence to align their campaigns with their selected suitability tier, including Full, Standard, and Limited tier options, along with expanded placement coverage.
Snapchat has also integrated third-party brand safety solutions for post-campaign reporting, working with third-party measurement partners. Advertisers will have the ability to set their suitability preferences when creating ad sets within Ads Manager, with real-time updates to campaign estimations, such as reach, impressions, and audience size. This inventory filter applies to all inventory sources under the selected ad set.
The brand suitability controls offer increased choice and flexibility by allowing advertisers to determine the content and publishers their ads may appear alongside.
New Measurement Partnerships on Snap
Snapchat has expanded its measurement partnerships, strengthening in addition to its existing collaboration with Integral Ad Science (IAS). The platform is now partnering with measurement providers DoubleVerify and Zefr to enhance measurement capabilities and offer advertisers best-in-class reporting on brand safety, as well as suitable performance for campaigns on the platform.
Snapchat’s recent live measurement solution with IAS found that over the last 30 days, Spotlight and Creator Stories content has maintained an average of 99% brand safety compliance. The integration of third-party measurement solutions provides advertisers with additional reporting options, ensuring a comprehensive approach to content adjacency and brand suitability.
Ongoing Commitment to Brand Safety
Snapchat said that it remains dedicated to fostering a safe and positive environment for its community and partners. The platform will continue to explore new solutions and strengthen partnerships with industry leaders to uphold the highest standards of brand safety and suitability.