Snap has introduced new brand suitability controls to give advertisers expanded options to manage content adjacency on its platform. 

The social media company has launched tiered solutions, allowing marketing partners to select specific risk tolerance levels for their ad placements.

The new suite provides three distinct tiers—Full, Standard, and Limited—with varying levels of content sensitivity filters. Advertisers can now select their suitability preferences directly within Snap’s Ads Manager, with real-time updates to campaign estimations reflecting their chosen tier.

“Our brand suitability controls are designed to help give advertisers more choice and flexibility about the content and publishers their ads may appear adjacent to,” Snap said in a blog post.

The platform employs machine learning technology to analyze and categorize content in real time, matching it to the appropriate inventory tiers based on the sensitivity or risk factors. This automated system aims to ensure ad placements align with advertisers’ selected risk tolerance levels.

Source: Snap

Expanded Measurement Partnerships Validate Performance

Snap has expanded its third-party verification capabilities beyond its existing Integral Ad Science integration, adding DoubleVerify – which recently expanded its partnership with Snap – and Zefr as measurement partners. These collaborations offer post-campaign reporting on brand safety metrics.

Recent measurement data from Integral Ad Science, cited in the blog, indicates strong performance in Snap’s content moderation efforts. “Over the last 30 days, Spotlight and Creator Stories content on average has been 99% brand safe,” Snap refers to its internal measurements.

The company positions these controls as an extension of its architectural approach to safety. Unlike platforms centered around content feeds, Snap opens to a camera interface and implements stricter broadcast content standards to limit unmoderated material’s reach.