Meta taps Scope3 to deliver AI-powered brand safety shield

Scope3 announced a new certified business partnership with Meta on March 26, 2025, just one day ago. This partnership delivers enhanced brand suitability controls for advertisers running campaigns on Facebook and Instagram. The integration enables brands to deploy customized content blocking mechanisms that align with their specific standards and values.

According to Scope3's official announcement, the collaboration focuses on providing "bespoke brand suitability controls that balance precision and flexibility, ensuring optimal performance." This development comes five months after Scope3 acquired Adloox, expanding their capabilities in media sustainability and brand safety solutions.

The new integration connects with Meta's content blocklist solution, enabling Scope3's AI-powered decision models to function within Facebook and Instagram Feeds and Reels. Advertisers can now implement customized brand safety parameters while monitoring the effectiveness of their media investments.

Scope3's Brand Standards solution employs a three-step methodology that begins with comprehensive content analysis. The system tracks, reviews, and classifies content where ads appear on Facebook and Instagram, building a content library specific to each advertiser's campaigns.

The second phase involves decision-making through AI agents. Advertisers can construct customized decisioning systems that automatically implement blocking rules based on the brand's values, positioning, target audience, and business objectives. These agents evaluate content from the library against predefined guidelines to determine whether specific content should be blocked.

Finally, the system provides complete transparency through what Scope3 terms "provenance." The platform offers insights into each piece of content that appears alongside advertisements, allowing marketers to make adjustments that refine the model. According to Scope3, "Agents are constantly learning and are transparent about the decisions they make."

This approach gives advertisers significant control over their brand safety parameters while maintaining optimal reach and campaign performance. The interface allows marketers to visualize blocked versus allowed content through detailed reporting features.

Media quality measurement capabilities

Beyond content blocking, the partnership includes comprehensive media quality measurement tools. These measurements provide insights into viewability rates, invalid traffic detection, and ad exposure metrics for Facebook and Instagram campaigns.

The reporting system delivers several key metrics for advertisers: standard viewability data for Facebook and Instagram campaigns; "Ad Exposure," which Scope3 describes as "an advanced metric that surpasses traditional viewability, accounting for social platform specifics like infinite scrolling"; and invalid traffic rates across campaign impressions.

This integration represents a significant advancement in measurement capabilities for advertisers using Meta platforms. The tools enable multi-account analysis that consolidates data from multiple advertisers or campaigns into unified reports.

Integration with Meta's content blocklist feature

Meta has been developing enhanced content blocklisting capabilities for its brand safety partners. This feature allows certified partners like Scope3 to integrate directly with Meta's content classification systems.

According to information from Adloox (now part of Scope3), "Meta is working on a Content Blocklisting feature for its Brand Safety partners." This functionality allows more granular control over ad placements than previously available on the platform.

The content blocklist integration serves as the foundation for Scope3's decision-making system. It provides the necessary data pipeline for their AI agents to evaluate content against custom brand standards and implement blocking decisions.

Customizable AI agents for brand-specific controls

A distinctive aspect of the Scope3 system is its approach to customization through AI agents. Advertisers can create personalized blocking models through either guided interfaces or freeform specifications.

The platform allows brands to input their core values, brand tone, target audience characteristics, and specific content concerns. For example, documentation shows how a children's brand might configure a model focused on "entertaining, educational, and family-friendly" values while blocking content inappropriate for young audiences.

Scope3's interface enables non-technical marketing professionals to build sophisticated content filtering systems without requiring specialized AI expertise. The resulting models continuously adapt based on feedback and performance data.

Acquisition history and market context

This partnership announcement follows Scope3's acquisition of Adloox on November 4, 2024. According to Adloox's announcement, "Scope3, the collaborative sustainability platform decarbonizing media and advertising, announced the acquisition of Adloox to bolster the company's media sustainability solutions."

The acquisition expanded Scope3's capabilities in ad verification and brand safety while strengthening their position in the media sustainability market. Adloox had previously launched its own brand suitability and safety verification tools for Meta, which now appear to be integrated into the broader Scope3 offering.

Scope3 describes itself as a company that "makes media more effective, driving safe and sustainable growth." The firm positions its products as solutions that eliminate waste, improve brand safety, and enhance sustainability in digital media investments.

Industry implications and market position

The partnership addresses several significant challenges facing advertisers on social media platforms. Content moderation at scale has proven difficult even for the largest technology companies, and advertisers have sought more precise control over ad placements to protect their brands.

By offering customizable content blocking tools with transparent reporting, Scope3 provides a middle path between overly restrictive blocking (which limits reach) and insufficient protection (which creates brand safety risks).

The Meta partnership also strengthens Scope3's competitive position in the digital advertising ecosystem. The company, which describes itself as having "a global team distributed across North America, Europe, and APAC," now offers integrated solutions across both open web and walled garden environments.

Data transparency and control

A central theme in Scope3's announcement is data transparency. The company emphasizes that advertisers receive complete visibility into content classification, blocking decisions, and campaign outcomes.

This level of transparency addresses long-standing concerns about "black box" algorithms in digital advertising, where marketers often struggle to understand why particular decisions are made. By providing insight into AI agent decision-making, Scope3 offers advertisers greater control over their media investments.

The reporting features allow marketers to analyze what percentage of impression volume met their standards and visualize content characteristics across their campaigns. This data can inform both tactical adjustments and strategic media planning decisions.

Looking ahead

The Scope3-Meta partnership represents an evolution in how brand safety is managed across social media platforms. By combining Meta's content classification capabilities with Scope3's customizable AI systems, the integration creates more nuanced approaches to content blocking than previously available.

For advertisers, the development offers increased control without sacrificing the reach advantages of major social platforms. For Meta, partnerships with specialized technology providers help address advertiser concerns about brand safety without requiring fundamental changes to their content policies.

As digital advertising continues to navigate complex questions around brand suitability, measurement, and effectiveness, such partnerships indicate an industry trend toward more customized, brand-specific approaches to content filtering and measurement.

Timeline

• November 4, 2024: Scope3 acquires Adloox, expanding capabilities in ad verification and brand safety
• March 26, 2025: Scope3 announces certified business partnership with Meta
• March 27, 2025: Partnership details become public, including content blocking and media quality measurement features