Snapchat Unveils New Brand Suitability Solutions for Advertisers and Marketers with Enhanced Ad Control Features

Snapchat has given marketers and advertisers more control over the content on the platform where their ads show up by introducing new brand suitability solutions. The goal of this initiative is to improve the alignment between brand values and content adjacency, which will boost platform advertiser confidence.

Snapchat has introduced new tiers of ad placement control to provide marketers greater certainty and control over where their ads appear within the app. The ability for advertisers to choose the ideal level of control for a campaign guarantees that it will be in line with the preferences and values of the brand.

Snapchat’s new brand suitability controls will allow advertisers to determine the level of placement they are comfortable with by giving them various options for where their ads appear. The brand suitability controls give advertisers more options and flexibility by letting them choose which publishers and content to display their advertisements with.

Advertisers may now customize their campaigns according to content sensitivity and risk levels by choosing from a variety of inventory tiers thanks to the new tools. Snapchat uses machine learning to classify content into various tiers so that advertisements show up in the right places.

Additionally, Snapchat has integrated third-party verification tools for post-campaign reporting, strengthening its brand safety safety measures. Through these partnerships with top measurement companies, advertisers will be able to evaluate the efficacy of their campaigns and the safety of their brands.

Snapchat plans to provide advertisers more control over ad placements and content interactions by offering these brand suitability solutions, which will make the advertising environment more open and safe.

As explained by Snap:

“Our Brand Suitability Suite provides ‘Full’, ‘Standard’ and ‘Limited’ tier options with additional placement coverage, and third-party Brand Safety Integration for post-campaign reporting with our third-party measurement partners. Advertisers will be able to select their suitability preferences when creating ad sets in Ads Manager, and ad set outcome estimations (e.g. reach, impressions, audience size) will update accordingly. This inventory filter will correspond to all inventory sources under this ad set.”

With the use of its most recent machine-learning algorithm, Snap’s new placement controls will match content to its inventory tiers based on risk or sensitivity.

The platform’s capabilities are further enhanced by advanced machine-learning technology, which classifies content into Snapchat’s inventory tiers according to risk and sensitivity levels. Along with increased placement coverage, marketers can confidently match their campaigns to the Full, Standard, or Limited tier options of their choice because of this real-time content adjacency placement.

Additionally, Snapchat has partnered with third-party measurement partners to incorporate third-party brand safety solutions for post-campaign reporting. When establishing ad sets in Ads Manager, advertisers will be able to specify their suitability preferences and receive real-time information on campaign estimations, including audience size, reach, and impressions. All inventory sources under the selected ad set are covered by this inventory filter.

Enhancing Ad Safety with Smarter Brand Suitability Solutions

Snapchat is happy to announce the release of new brand suitability solutions that give marketers more authority over the adjacency of their content. Through this effort, advertisers may choose the tier level that best suits their campaigns, guaranteeing that it aligns with their preferences and brand values. By giving advertisers the freedom to choose the publishers and content with which their ads may appear, these brand suitability restrictions provide more options and flexibility. By classifying content into Snapchat’s inventory tiers according to sensitivity and risk levels, cutting-edge machine-learning technology further expands the platform’s potential. Advertisers may securely match their campaigns with the suitability tier they have chosen thanks to this real-time content adjacency placement.

The Brand Suitability Suite offers more placement coverage in addition to Full, Standard, and Limited tier options. Working with outside measurement partners, Snapchat has also incorporated third-party brand safety solutions for post-campaign reporting. When establishing ad sets in Ads Manager, advertisers will be able to specify their suitability preferences and receive real-time updates on campaign estimations, including audience size, reach, and impressions. Under the chosen ad set, this inventory filter applies to all inventory sources.

Snap’s New Measurement Partnerships

Snapchat has strengthened its partnership with Integral Ad Science (IAS) and broadened its measuring partnerships. The platform is also collaborating with measurement companies DoubleVerify and Zefr to improve measurement capabilities and give advertisers the greatest brand safety reporting available, along with appropriate campaign results.

Read more: Snapchat Helps Brands Show the Love This Valentine’s Day with Creative Marketing Strategies

Over the past 30 days, Spotlight and Creator Stories content has maintained an average of 99% brand safety compliance, according to Snapchat’s most recent live measurement solution with IAS. Advertisers are given more reporting options with the integration of third-party measurement tools, guaranteeing a thorough approach to brand fit and content alignment.

Continued Dedication to Brand Safety

Snapchat stated that it is committed to creating a secure and encouraging environment for its partners and community. The platform will keep looking for innovative ways to improve its brand safety and acceptability while fortifying its relationships with top industry players.

Most apps currently use these kinds of ad placement controls, but Snap is catching up and offering more organized control. Which could help the app’s advertising partners given persistent worries about Snap content.

Snapchat also revealed new collaborations with ad data providers Zefr and DoubleVerify to guarantee third-party brand safety and suitability assurance.

“Through our third-party measurement partnerships, we offer a broad set of Brand Suitability reporting options to provide advertisers who need additional customization for content adjacency beyond what our platform provides.”

These kinds of placement assurance tools are becoming commonplace for online advertising platforms, as mentioned, and it’s encouraging to see Snapchat aiming to expand its security and verification features to optimize its commercial prospects.

Since Snapchat is still a popular medium for young people to connect, more firms may want to run advertisements on the platform now that these extra safety measures are in place.