Meta Expands Ad Safety Controls to Threads Feed via Third-Party Partners

Meta continues to strengthen its advertising ecosystem by providing greater control and transparency for advertisers. Most recently, the technology giant officially introduced a third-party content blocklist feature to the Threads Feed, a strategic step to ensure brand safety on the text-based social media platform.

This feature has previously been successfully implemented on Facebook and Instagram Feeds and Reels. With the expansion to Threads, advertisers now possess more precise capabilities to avoid ad placements alongside content deemed inconsistent with their brand values or image.

In providing this control, Meta is collaborating with four leading brand safety and suitability partners. Through these partnerships, advertisers can specify particular categories they wish to block directly via the partners’ platforms. The feature also supports dozens of languages to reach a global advertiser base.

Meta emphasises that these new controls can be used independently or combined with Meta’s internal inventory filters. This move is part of the evolution of Threads, which has included first-party inventory filters since its initial launch and now complements them with third-party verification in less than nine months.

Based on independent assessments conducted by security partners, Meta noted significant achievements in maintaining a healthy advertising environment. More than 99% of content appearing alongside advertisements on Feeds and Reels across Facebook, Instagram, and Threads was declared brand-safe.

With the addition of new partners such as Channel Factory and Protected by Mediaocean in the coming months, Meta aims to provide more options for advertisers to verify and manage their ad placements transparently across the Meta ecosystem.