Snap Launches New Brand Suitability Suite for Advertisers

From the beginning, Snapchat was designed to be a different and safer alternative to social media. We open up to a camera, not a feed of content, and we limit the ability for unmoderated content to reach a large audience. We do this by holding broadcast content to a higher standard to help ensure that it complies with our content guidelines. We’ve incorporated safety into the fundamental architecture of our platform and have a long-standing commitment to providing a brand-safe environment for our community and partners.

Our brand safety and suitability suite

Today, we’re excited to announce our new brand suitability solutions, which gives advertisers even more control when it comes to content adjacency, allowing them to choose the tier level for each campaign based on the content they feel comfortable running alongside. Our brand suitability controls are designed to help give advertisers more choice and flexibility about the content and publishers their ads may appear adjacent to. Additionally, advanced machine-learning technology matches content to Snapchat's inventory tiers by sensitivity or risk, allowing advertisers to benefit from real-time content adjacency placement for their ads aligned with their selected tier.

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.

New measurement partners

In addition to our brand safety integration with media measurement and optimization platform Integral Ad Science, we are also partnering with measurement partners, DoubleVerify and Zefr to deliver best-in-class measurement of advertiser brand safety and suitability performance of Snap campaigns and help validate our ongoing brand safety and suitability efforts. With our live measurement solution for brand safety and suitability with Integral Ad Science, we found that over the last 30 days, Spotlight and Creator Stories content on average has been 99% brand safe¹. Through our 3P 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.

Our ongoing commitment to brand safety

We’re focused on continuing to keep our community safe and look forward to exploring new solutions and partnering with more industry-leading organizations to create a more positive environment for our community and partners.