Snap partners with IAS, unveils new brand safety solutions

Snap recently announced a partnership with Integral Ad Science to jointly develop a brand safety reporting solution that will offer advertisers transparency by providing insights into the percentage of secure and appropriate content their ads are being appeared alongside. 

Aligned with the Global Alliance for Responsible Media (GARM) framework for brand suitability, the solution is poised to empower advertisers with actionable data. Scheduled for release in the forthcoming months, it will be accessible to all advertisers, promising enhanced control and visibility over their ad placements on Snap’s platform.

The GARM Safety Floor Framework outlines specific criteria that are deemed unsuitable for advertising placement. Integral Ad Science utilizes this framework as a benchmark for assessing ad placement, offering advertisers greater confidence that their content will not be displayed alongside inappropriate material. This proactive approach minimizes the risk of negative associations and potential harm to brand reputation.

“We are excited to partner with Snap to deliver best-in-class measurement solutions for marketers to safeguard and scale their businesses on Snapchat. Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximize their investment across Snapchat,” said Lisa Utzschneider, CEO of IAS.

Snap has also introduced a first-party tool enabling advertisers to guarantee their ads appear alongside top-tier content on the platform, particularly for creator mid-roll ads.

Last year, Snap introduced the Creator Stories placement feature, enabling advertisers to insert ads within creator content. To offer advertisers greater control over ad placement in such content, the platform has developed a brand safety tool to let them opt for an additional layer of protection, ensuring that ads are displayed near content that has undergone rigorous brand safety content moderation filters. Alternatively, ads will be shown alongside all available inventory if the filter is not activated. Snap has pledged to enhance this solution in the coming months, aiming to deliver increased transparency and sophistication later this year.