• by Colin Kirkland , Yesterday

In line with ad offerings across its other social media platforms, Meta has announced the expansion of third-party verification for Threads in an effort to provide advertisers with more transparency around their in-feed placements.

Now available to all Meta advertising partners, Threads ads come equipped with verification from Integral Ad Science, DoubleVerify, and Scope3.

Verification tools from Zefr will come later. These partnerships are designed to offer advertisers more options in verifying their ad outcomes, while better avoiding placements next to objectionable content. “Our Meta Business Partners each offer AI-enabled solutions to report the context in which ads appear,” Meta stated in a recent blog post.

“These partners independently score the adjacent content, aligned with the brand safety floor and suitability framework, providing reporting that may include safety and suitability scores, content examples and associated risk levels, and impression-level data.”

Threads expanded advertising across the globe last spring, after several months of testing with specific brands and ad partners, including Wendy’s and GroupM.

Since then, the platform has amassed over 80 million more monthly active users, reaching an estimated 400 million users, 75% of whom follow at least one business on the app.

Meta’s brand safety and suitability standards have been included in Threads ads from the start, as well as an inventory filter giving brands the option to adjust the sensitivity level of the content their ads appear next to.

By integrating with companies like IAS and DoubleVerify, Threads will align with Meta’s other popular social apps by enforcing the same verification processes, with each trusted partner offering unique proprietary variations on ad tracking.