3 min. reading

Meta Ad Control: New Features for Advertisers

Meta Ad Control has introduced several new tools and updates to provide businesses with greater control over the safety of their advertisements on Facebook and Instagram. This fulfils their commitment to brand protection. How will these changes actually affect advertisers?

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Meta Ad Control: New Features for Advertisers
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Disabling Comments on Advertisements

One of the most significant changes marketers should notice is the ability to disable comments under advertising posts on Facebook and Instagram. This feature is currently being tested with a limited number of companies and could be very useful for brands running sensitive campaigns or addressing controversial topics.

By turning off comments, companies can better maintain control over their message and brand perception. This can be particularly beneficial during important promotional events, product launches, or crisis communication.

Meta Ad Control has introduced several new tools and updates to provide businesses with greater control over the safety of their advertisements on Facebook and Instagram. This fulfils their commitment to brand protection. How will these changes actually affect advertisers?

Source: Meta

Control Over Advertising in Profile Feeds

Meta is also expanding options for controlling where ads are displayed. Last year, they extended ad display to personal profiles on both Facebook and Instagram. However, this caused controversy as brands were directly associated with profiles.

Now, advertisers can specify where their ads can or cannot be shown.

“Last year, we introduced the option for businesses to run ads on Facebook and Instagram profiles, which is a great opportunity to reach more customers while they’re deeply engaged. To provide businesses with greater control over which profiles their ads may appear on, we’ve tested the ability to block their ads from appearing on certain Instagram profiles using a ‘blocked publisher list’,” Meta explains.

Improved Third-Party Integrations and Verification

As advertisers are interested in better control over where their ads appear, Meta is strengthening third-party integration by collaborating with companies such as Integral Ad Science (IAS).

This will expand control over where ads appear in Feed and Reels, through a blocked content list. Businesses can choose categories they want to block, thereby increasing brand safety. In tests, these tools have proven effective in improving ad suitability. Meta plans to expand this functionality in 2025 after completing testing and analysis. They have also accelerated data availability by more than 75% for faster verification of ad placements.

This will expand control over where ads appear in Feed and Reels, through a blocked content list. Businesses can choose categories they want to block, thereby increasing brand safety. In tests, these tools have proven effective in improving ad suitability. Meta plans to expand this functionality in 2025 after completing testing and analysis. They have also accelerated data availability by more than 75% for faster verification of ad placements.

Source: Meta

Easier Management of Ad Settings

Meta Ad Control now offers a more efficient way for businesses to manage their ad suitability preferences through updates to the Brand Safety and Suitability Center. The tool provides a more centralised panel where advertisers can easily manage settings such as inventory filters and blocked publisher lists. E-commerce professionals can now ensure brand protection settings are in place more quickly, saving time while maintaining strict control over their ad placements.

Another way businesses can controwhere their ads appear is through improvements to the Brand Safety and Suitability Center. The tool has a clearer dashboard where advertisers can more easily manage settings such as content filters and blocked publisher lists.

While Meta presents these tools as beneficial for advertisers, it’s important to realise that this is largely a response to long-standing market demands for greater transparency and control. E-commerce welcomes these changes, but the success of these tools will depend on their performance in real-world conditions.

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