Meta has detailed updates to ad placement controls on its platforms, in a move that is expected to give brands greater control over ad exposure and to offer advertisers more security assurances.
First up, Meta is testing a new AI-powered inventory filter system through which advertisers can file reports when their ads appear in harmful or inappropriate contexts. The AI system can analyse images, videos, text, and audio, and can cross-reference content against established suitability standards. With this solution, brands will be able to better assess the suitability of content displayed near their ads.
Inventory filters across Facebook and Instagram are also to be updated with new languages. They will now be available in Portuguese, French, Chinese, and Arabic, making them more accessible for international affiliates, brands, and content creators.
Meta has also been continuing its tests on the Reels inventory filter we reported on back in June. The popularity of the Reels format is growing rapidly, and Meta will be eager to ensure it serves as an attractive option for brands looking to advertise on the platform.
Meta is likely priming itself for the holiday season. That may seem like a long time away, but social platforms are keenly aware of how lucrative the season can be, and Meta will want to guarantee that it’s ready to handle the huge advertising influx we see throughout Q4.
These new updates could also be a response to faltering ad revenue seen on rival platforms, namely X (aka Twitter). According to reports, ad revenue at X has plummeted by some 50%. Meta may have seen this as an opportunity and could be attempting to style itself as the safer, more brand-friendly alternative to X.
For affiliate marketers and content creators, the new Meta updates will offer further opportunities for ad optimisation. If harmful content is displayed next to ads, these incidents can be flagged and addressed, which should help prevent any potential reputational damage.
In addition, new language options mean international affiliates will be able to benefit from these new features, which should also help further boost Meta’s ad revenue.
