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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.
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.
Source: Meta
Easier Management of Ad Settings
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.
