Meta Ad Brand Safety.

We want to make sure that your brand is always presented in the best way possible. Meta (Facebook & Instagram) offers several safety controls that prevent your ads from appearing within or alongside content that’s not conducive to your brand. Although Meta ads don’t typically display on external website pages, there are still wide varieties of partners, content, and placement options within Meta.

These Brand Safety controls can be applied to your business, specific ad accounts, or individual campaigns.

All publishers and content creators must adhere to the Community Standards to run any advertising on the Meta platforms. There are also thorough Partner Monetization Policies and Content Monetization Policies.

Before we get your feedback, we’ll explain a few aspects of ad placement.

Default Exclusions

Meta automatically excludes certain content from ads (monetization) on Facebook, Instagram, and the Audience Network:

  • Content that exploits controversial political or social issues for commercial purposes.
  • Promotes the sale or use of illegal, prescription, or recreational drugs.
  • Nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.
  • Shocking, sensational, disrespectful or excessively violent content.
  • Misinformation: Content that has been rated false by a third-party fact checker.

Block Lists

Block lists allow you to filter placement options for where your ads can be seen, and can subsequently lower reach when implemented.

Because Meta Content, Advertisers, and Network Partners all must comply with Community Standards and Policies, Formada does not automatically block any specific domain or app for our ads.

For a complete list of all publishers and placement options for any or all placement types, please reach out to the Formada Paid Media team.

Inventory Filters

Inventory represents all the publishers where your ads could appear. If this was traditional marketing, think of it as all the magazines where your full page ad could appear.

There are three levels of inventory filter that can be applied. The Standard inventory is Formada’s default selection. For a more detailed breakdown of what’s included for each placement option and platform, please contact the Formada Paid Media team.

Full Inventory

Exclude content not suitable for monetization and get the most reach.

Exclusion examples:

  • Depiction of explicit sexual positions
  • Excessive violence
  • Hate speech towards a person or group

Standard Inventory

Exclude sensitive content and get broad reach.

Exclusion examples:

  • Discussion of highly sexual topics
  • Depiction of major wounds
  • Repeated use of strong language

Limited Inventory

Exclude all moderate and sensitive content. This lowers reach and can increase costs

Exclusion examples:

  • Discussion of mildly suggestive topics
  • Depiction of minor wounds
  • Infrequent use of strong language

Topic Exclusions

Topic exclusion lists let you stop your Facebook in-stream video ads from appearing in on-demand videos about certain topics. Although the platform applies exclusions to the best of its ability, Facebook can’t guarantee that all content and publishers will be compliant or aligned with your unique brand safety standards.
The four topics we can omit from associating with your brand or ads are:

  1. Gaming
  2. News
  3. Politics
  4. Religion and Spirituality

Content Type Exclusions

Facebook in-stream video ads can appear in live streams and/or videos claimed by rights holders. Facebook automatically excludes videos where neither the publishers nor the rights holders are partners. You can also choose to exclude all live streams or videos published by non-partners.

Delivery Reports

Delivery Reports are available after a campaign has gone live, and can be pulled to show where your ads appeared and the number of approximate impressions they had. We can also use this information to see publishers and specific content, filter and download reports, and add publishers to block lists.

Formada doesn’t promise to review these delivery reports regularly but will pull specific placement information for certain optimization tasks. If you’d ever like to see any sort of Delivery Report for your advertising with Meta, contact the Formada Paid Media team.