• by Colin Kirkland , February 24, 2025

Snapchat has launched a new brand-suitability suite designed to offer advertisers more control over what types of content their campaigns run alongside in the app.

“Advanced machine-learning technology matches content to Snapchat's inventory tiers by sensitivity or risk, allowing advertisers to benefit from real-time content adjacency placement for their ads aligned with their selected tier,” the company explains.

With coverage across various platform placements -- including Spotlight, Creator Stories, Shows and Publisher Stories -- advertisers will be able to select their suitability preferences when creating ad sets in Ads Manager, with estimates regarding reach, impressions and audience size will update accordingly.

“This inventory filter will correspond to all inventory sources under this ad set,” Snapchat says.

The company's new suite of brand-suitability tools are broken up into “Full, Standard and Limited” tier options, additional placement coverage, and third-party brand-safety integration for post-campaign reporting via Snapchat's third-party measurement partners.

In addition to Integral Ad Science (IAS), Snapchat has announced new partnerships with ad data providers DoubleVerify and Zefr.

“Over the last 30 days, Spotlight and Creator Stories content on average has been 99% brand safe,” according to the company's recent IAS report. “Through our 3P measurement partnerships, we offer a broad set of brand suitability reporting options to provide advertisers who need additional customization for content adjacency beyond what our platform provides.”