Snap and Integral Ad Science partner on brand safety reporting solution

Snap and IAS have partnered to develop a new brand safety reporting solution that allows advertisers transparency into the percentage of safe and suitable content their ads are appearing against.

This will be aligned to the Global Alliance for Responsible Media (GARM) framework for brand suitability and available to all advertisers in the coming months.

Lisa Utzschneider, CEO of IAS, said the partnership will deliver best-in-class measurement solutions for marketers to safeguard and scale their businesses on Snapchat.

"Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat."

Snap has also recently worked with IAS on a measurement sample study on the advertiser suitability of its public content, specifically Spotlight and Creator Stories. According to the study, both Spotlight and Creator content on the social media platform is 99% brand safe.

Snap said it is confident the platform provides a premium, brand-safe advertising experience based on these results, and remains committed to establishing a broader ecosystem of brand safety measurement solutions later in the year.

The platform noted that it will give advertisers brand safety controls at the campaign level when launching new campaigns. It noted that the first-party tool will let advertisers ensure their ads are shown alongside the premiere content on the platform, specifically for creator mid-roll ads.
 
Snap launched Creator Stories placement last year, which allows advertisers to place ads within creator content.
 
When the filter is turned on, ads will appear near content that has passed additional brand safety content moderation filters. Otherwise, ads will be shown next to all available inventory.
 
Snap said it will be further enhancing this solution over the coming months, with the goal of providing additional transparency and sophistication later in the year.
 
Snap said it is committed to prioritising the platform as a safe environment for all users. This includes participation in GARM’s Aggregated Measurement Reporting and expanding on existing brand safety solutions and partnerships.