New Brand Safety and Suitability Control for Ads on Threads

Meta extends its brand safety controls by bringing third-party content block lists, already available on Facebook and Instagram Feed and Reels, to Threads Feed. This feature works with all four existing brand safety partners—DoubleVerify, IAS, Scope3, and Zefr—and supports dozens of languages. Advertisers can customize block lists to avoid unsuitable adjacent content, layered with Meta's inventory filter.

Independent measurements indicate over 99% of ad-adjacent content is brand safe across platforms. Additionally, Meta is onboarding two new partners, Channel Factory and Protected by Mediaocean, to offer more options for verifying and managing ad placement suitability. Since Threads launched ads nine months ago, Meta has rapidly expanded verification tools, demonstrating commitment to advertiser control and transparency.