Snapchat enhances Brand Safety with IAS partnership and new Targeting Controls

Snap last week announced a new partnership with Integral Ad Science (IAS) aimed at bolstering brand safety within the Snapchat platform.

The collaboration will result in a new brand safety reporting solution. This tool will enable advertisers to gain comprehensive insights into the type of content their ads appear alongside.

The solution will follow the Global Alliance for Responsible Media (GARM) framework guidelines ensuring advertisers understand the suitability of content for their brands.

"We are excited to partner with Snap to deliver best-in-class measurement solutions for marketers to safeguard and scale their businesses on Snapchat," said Lisa Utzschneider, CEO of IAS. "Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximize their investment across Snapchat."

Snapchat's partnership with IAS comes on the heels of a recent independent study that found 99% of Snapchat's public content within Spotlight and Creator Stories to be brand-safe.

Alongside the reporting tool, Snap is introducing new campaign-level brand safety controls. Advertisers will have the ability to ensure their ads are displayed only next to carefully vetted content, particularly within creator mid-roll ads.

Snap is also developing a filter for its Creator Stories ad placement. Engaging this filter allows advertisers to show ads only adjacent to content that has undergone additional brand safety moderation.

Snap emphasizes that these moves underscore their dedication to making Snapchat a safe space for its community and advertising partners. The company states that it will continue to advance its brand safety solutions and engage with initiatives like GARM's Aggregated Measurement Reporting to provide maximum transparency for advertisers.