Meta Rolls Out AI-Driven Brand Safety And Verification Tools
The controls define high-, medium- and low-risk content. Advertisers can choose from three settings to control the types of content that appear above and below an ad. Meta recently launched new inventory filters for Facebook and Instagram for advertisers in English and Spanish markets. The tools use a multi-stage AI review system to classify text, […]
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The controls define high-, medium- and low-risk content. Advertisers can choose from three settings to control the types of content that appear above and below an ad.
Meta recently launched new inventory filters for Facebook and Instagram for advertisers in English and Spanish markets.
The tools use a multi-stage AI review system to classify text, photo and video content and are intended to provide more control over the proximity of ads to potentially objectionable content.
The controls define high-, medium- and low-risk content. Advertisers can choose from three settings to control the types of content that appear above and below an ad.
Meta has also partnered with data and technology provider Zefr to create an AI-powered tool that can assess video, image, text and audio to report the context in which ads appear on a Facebook Feed. The new tools show Meta looking to shore up advertiser concerns by providing new ways to help classify content and context.
The new controls will evaluate if the content meets the company’s existing monetisation policies. If it does not, the content will not be eligible to have ads above or below it. Content that does fit the guidelines, however, will be classified into high, medium and low-risk categories based on Global Alliance for Responsible Media’s (GARM) suitability framework. Advertisers will then have the opportunity to define their content preference levels. The options are:
- Expanded inventory, which will allow ads to appear next to all content that meets both Meta’s Community Standards and its monetisation eligibility criteria.
- Moderate inventory, which will exclude high-risk content.
- Limited inventory, which will exclude both high- and medium-risk content.
“We are committed to giving advertisers more control and transparency and will continue ensuring our work has independent oversight,” said Samantha Stetson, Meta’s vice president of client council and industry trade relations, in a post on the company’s website.
