So far, the community standards have mainly been responsible for brand safety in feeds on the meta-platforms, in which it is determined which content is allowed and which is not. So far, however, there is no way for brands to place their ads away from unwanted content. This should change in the future, because together with its partner Zefr, Meta wants to introduce a process with which the suitability of adjacent content can be measured and checked. In the third quarter of this year, Meta wants to carry out a test of the new measurement method, and the introduction is to take place gradually in the fourth quarter. The brand safety specialist Zefr has been working with Facebook for some time and has also been on board with Tiktok since January.
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