Snapchat Launches Brand Suitability Suite for Ad Placement Control

Snapchat has introduced the Brand Suitability Suite, a collection of tools designed to provide advertisers with greater control over the content and publishers next to which their ads may appear.

The suite adds a tiered model—Full, Standard, and Limited—and enables marketers to select content sensitivity levels that support their brand standards.

Snapchat fully utilizes advanced machine learning technology to classify its content inventory into real-time risk and sensitivity for appropriate advertisement placement across Spotlight, Creator Stories, Shows, and Publisher Stories.

An advertiser can now build his own set of preferences in Ads Manager for a live update on reach, impressions, audience size, and campaign performance for maximum insight and control.

Snapchat is still expanding its partnerships with the leading companies in third-party verification services, Integral Ad Science (IAS), DoubleVerify, and Zefr, giving advertisers a thorough review of post-campaign reporting and deeper insight into content adjacency, brand safety, and ads campaign overall performance.

The larger 3P measurement partnerships of Snapchat now feature an extensive portfolio of Brand Suitability options through which advertisers can tap into deeper insights along with far greater scope for the customization of content adjacency beyond what the regular platform offerings might deliver.

The Brand Suitability Suite is now available globally, providing advertisers with enhanced features, with additional improvements and updates planned throughout the year to further refine ad control and content relevance.