Meta expands brand safety controls on Threads, adds third-party content block lists | Tech Update |

Meta expands brand safety controls on Threads, adds third-party content block lists

New Delhi: Meta has expanded its brand safety controls on Threads by introducing third-party content block lists for ads in Threads Feed, giving advertisers more control over the type of content appearing alongside their campaigns
The feature, already available on Facebook and Instagram Feed and Reels, will now be supported on Threads through Metas existing brand safety and suitability partners, DoubleVerify, Integral Ad Science (IAS), Scope3, and Zefr
According to Meta, advertisers can work directly with these partners to block specific categories of adjacent content that may not align with their brand preferences
The company said the controls can either be used independently or layered with Metas existing inventory filter tools

Article Brief:
New Delhi: Meta has expanded its brand safety controls on Threads by introducing third-party content block lists for ads in Threads Feed, giving advertisers more control over the type of content appearing alongside their campaigns. The feature, already available on Facebook and Instagram Feed and Reels, will now be supported on Threads through Metas existing brand safety and suitability partners, DoubleVerify, Integral Ad Science (IAS), Scope3, and Zefr. According to Meta, advertisers can work directly with these partners to block specific categories of adjacent content that may not align with their brand preferences. The company said the controls can either be used independently or layered with Metas existing inventory filter tools. Meta also stated that more than 99% of content appearing next to ads across Facebook, Instagram, and Threads Feed continues to be classified as brand safe, based on independent measurement by its brand safety and suitability partners. As part of the update, Meta announced the addition of two new partners to its verification ecosystem, Channel Factory and Protected by Mediaocean, which will offer advertisers additional options for brand safety and suitability verification in the coming months. Meta said the rollout reflects its continued push to provide advertisers with more transparency and control over ad placements across its platforms. The company noted that while Threads launched ads with first-party inventory filters from day one, third-party verification tools were added within nine months of the platform opening to advertisers.

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