Snapchat Is Adding Manual Controls for Advertisers Concerned About Brand Safety

Buyers can limit which content categories ads appear in

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YouTube, Twitter and Facebook aren’t the only platforms grappling with brand-safety concerns. As advertisers demand more transparency into where their ads are running, Snapchat is adding new tools that let advertisers manually weed out where their ads appear.

In March, WPP-owned GroupM reportedly sent clients a memo warning them about “explicit adult content” on Snapchat after an advertiser was concerned about its ads running before or after a pornographic image. GroupM’s chief digital officer told The New York Times that his firm advised brands concerned about brand safety to run ads within Discover—the polished section of the app where publishers create daily editions of content—or buy lenses and filters that aren’t surrounded by user-generated content.



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