To further ensure a safe environment for advertisers, Snapchat has partnered with Integral Ad Science, an independent ad verification company, to develop a new brand safety and suitability metric. The objective of this partnership shall be to provide advertisers with transparency and third-party verification in line with the GARM Framework.
The new solution is now multilingually available across the globe, being an outcome of Snapchat’s consistent commitment to fostering healthy interaction and environmental safety for the users and advertisers. Thus, with the help of incorporating IAS’s experience in brand safety and suitability measurement metrics, Snapchat intends on giving advertisers an extra layer of assurance when it comes to their content adjacency.
“From day one, Snapchat was designed to be different,” said a Snapchat spokesperson. “As our community of over 800 million monthly active users continues to grow, we continually strive towards creating a safe environment for all Snapchatters.”
This follows some positive findings about the functioning of the proposed system as evidenced by the early testing phase with IAS. Beta advertisers of IAS identified that 99% of highlights and its unnecessary content from creators on Snapchat fulfilled the GARM floor. Still, this statistic proves that Snapchat is eager to continue establishing the platform as more brand-friendly and demonstrates the company’s readiness to address potential issues.
Knitting up with the IAS collaboration, Snapchat has started a new first-party tool that ensures advertisers that the mid-roll ads placed on creators’ content are only to premium content, specifically for creator mid-roll ad propositions. The same drive is well reflected in the current effort, which shows the company standing committed again to help the advertisers with even more customization control over the ads on Snapchat.
“We also remain focused on serving Snapchat advertisers by developing additional brand suitability solutions, advertiser controls, and increasing our third-party partner ecosystem to provide more measurable and transparent verification of Snap’s brand safety,” the spokesperson added.
In the current context of the ever-growing digital advertising ecosystem, issues of brand safety and suitability have proven to be crucial. As more users turn to creating content and the availability of platforms is growing, the problem of proper ad placement and preventing them from being in undesirable contexts is one of the key issues.
With the help of Independent Ad Review, an experienced third-party ad verification company, Snapchat has a unique opportunity to counter these issues head on. The new brand safety and suitability measurement solution allows advertisers to have a third-party assessment of the suitability of their advertisements on the platform.
Moreover, the fact that it complies with the GARM Framework, which is an international organization that supports brand safety standards, also adds to its credibility among market players.
More so, as Snapchat goes on adding more advertisers into the platform, or increasing its investment into brand safety, the partnership with IAS is a step in the right direction. Overall, Snapchat focuses on the aspects of transparency, measurement, and third-party credibility, which can be perceived as the platform’s desire to consider the needs of the user community and, at the same time, ensure the value and relevance of the services offered to advertising partners.
With this move, Snapchat is sending a clear message to the industry: brand safety and suitability are not just vague concepts of society’s common imagination of advertising but rather part of the solution to potential future private societal issues.