Meta’s Threads is getting expanded brand suitability controls.
Yesterday, DoubleVerify announced the rollout of pre-screen content controls for ads on Threads. The controls — spanning 30 content categories (example: gambling) — allow brands to avoid placing ads next to content they deem unsuitable before an ad is served. So, essentially, pre-bid avoidance. Other integrations were also announced, which you can see on Meta’s blog.
DV says their tech is powered by its DV Universal Content Intelligence “classification engine,” which uses AI to analyzes video, images, audio, and text to classify content across platforms. For video, specifically, the company says it can review content frame by frame and uses key frame extraction to auto-identify and pull the most representative, information-rich snapshots.
Why This Matters:
Threads is quietly booming. According to a Similarweb analysis from earlier this year, Meta’s microblogging platform is now seeing more daily mobile usage than Elon Musk’s X. The company is also pushing for more global growth and, given its technical connection to Instagram, continued expansion seems likely.
As that growth continues, advertisers are, of course, looking for third-party media quality measurement and auditing. Meta began rolling out those integrations last October, initially focused on post-bid suitability measurement. This latest rollout expands on that effort.
Experts React:
Here’s what Mark Zagorski, CEO of DoubleVerify, had to say about the new controls:
“Advertisers expect more control over the environments where their advertising appears. With AI-powered content-level controls on Threads, we’re helping brands better align ads with content that meets their standards while driving stronger performance and measurable outcomes.”
Our Take:
Interestingly, last year we learned that Meta was moving away from direct MRC accreditation and auditing. Instead, it seems to be leaning into an ecosystem of MRC-accredited vendors to support media quality measurement and verification. The decision sparked some concerns when it was first announced, but Meta has continued expanding those partnerships and capabilities across its platforms, as seen here.
AdTechRadar is owned by Chris Harihar, an EVP at Mod Op. DoubleVerify is a Mod Op client.
