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Meta leverages AI to boost brand suitability within Instagram and Facebook


By Webb Wright | NY reporter

March 30, 2023 | 4 min read

Through new “inventory filters” and an AI-powered monitoring system, the tech giant aims to make it easier for brands to monitor and fine-tune the in-app content that appears above and below their ads.


Meta has reportedly begun to shift more of its focus towards AI. / Adobe Stock

Meta has launched two AI-powered features designed to provide advertisers with greater control over “brand suitability” – that is, the context in which their ads appear – within Instagram and Facebook.

The first feature is a new series of inventory filters – essentially a set of options that brands can choose from to determine the kind of content their ads will appear within. (Inventory filters were first implemented into Facebook in 2019.)

According to a company blog post published today, Meta’s new inventory filters align with the Global Alliance for Responsible Media’s (GARM) Brand Safety Floor and Suitability Framework, a set of guidelines intended to provide the advertising industry with a uniform understanding of what qualifies as (in the language of the Framework) ”harmful content.”

Meta has launched three new inventory filters – “limited,” “moderate” and “expanded” – each designed to afford a certain degree of protection from “risk” (ie, content that the GARM’s Framework would categorize as being potentially harmful).

The new filters are being released alongside what Meta describes as “a [new] multi-stage AI review system to classify content for advertisers to ensure brand suitability controls are in place.” The system analyzes images, video and text within Instagram and Facebook to determine whether they adhere to Meta’s monetization policies and are thereby suitable to appear adjacent to ads.

Meta wrote in today’s blog post that its new inventory filters are currently being deployed across “English- and Spanish-speaking markets” and will roll out across more countries later this year. They will also reportedly be tested within in-app features such as Instagram’s Reels and Stories.

The second feature is an AI system, developed in partnership with marketing company Zefr, to monitor brand suitability within Facebook feeds. Using the GARM Framework, Meta wrote in today’s blog post that the new AI system “allows advertisers to measure, verify and understand the suitability of content near their ads to help them make informed decisions in order to reach their marketing goals.” This system will be made available to certain Meta Business Partners later in the year.

Earlier this year, Meta vice-president of global business group Nicole Mendelsohn told The Drum that the tech company will ”be doubling down” on AI.

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