Snapchat has launched new ad placement control tiers, in order to provide advertisers with more reassurance and control in regards to where their promotions are displayed in the app.
As you can see in this example, Snapchat’s new brand suitability controls will give advertisers variable options as to where their ads are shown, enabling marketers to choose which level of placement they’re comfortable with.
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.”
Snap’s new placement controls will utilize Snapchat’s latest machine-learning process, which will match content to Snapchat’s inventory tiers by sensitivity or risk.
Ad placement controls of this type have become the standard across most apps, with Snap now catching up, and providing more systematic control. Which, given lingering concerns around Snap content, could be of benefit for the app’s ad partners.
In addition to this, Snapchat’s also announced new partnerships with ad data providers DoubleVerify and Zefr to provide 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.”
As noted, these types of placement assurance tools are becoming standard for web advertising platforms, and it’s good to see Snapchat looking to increase its safety and verification options to maximize its business opportunities.
Snapchat remains a key connection platform for many young users, and with these additional safety controls in place, that could see more brands looking to undertake Snap campaigns.
You can read more about Snapchat’s latest brand safety updates here.
