Snapchat has launched a new third-party brand safety and suitability measurement solution in partnership with Integral Ad Science (IAS). This initiative aims to provide Snap advertisers with more confidence about where their ads are displayed within the app.
Snapchat first announced this partnership with IAS in March, which ensures safe ad placement according to the G.A.R.M. Safety Floor parameters. The G.A.R.M. Safety Floor Framework outlines specific elements that are deemed unacceptable for advertising.
Starting now, the brand safety and suitability measurement solution developed with IAS is available globally in over 90 languages. Advertisers will now have the ability to validate content adjacency through trusted third-party analysis aligned with the GARM Framework.
This partnership marks Snap’s first approach to providing third-party verification of its brand safety measures. Early testing results are promising, with IAS finding that 99% of Spotlight and Creator content was brand safe for all beta advertisers relative to the GARM floor.
Snapchat’s collaboration with IAS to enhance brand safety and suitability measurement is a significant step forward. This partnership provides advertisers with a reliable verification process, ensuring their ads are placed in a safe environment. The early success in testing highlights the robustness of Snapchat’s brand safety efforts, making it a valuable platform for marketers.
