Brand Safety Verification on Threads: Meta’s 2025 Update

Meta has expanded its third-party brand safety verification to the Threads platform, allowing advertisers to ensure their ads appear in safe and suitable environments.

This new feature adds confidence for brands placing ads on Threads as it uses advanced AI tools to assess content context and protect brand reputation.

Verification partners Integral Ad Science (IAS), DoubleVerify, and Scope3 currently provide this service, with Zefr support expected soon.

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Brand Safety Verification on Threads: How Brand Safety Verification Works on Threads

Meta’s trusted partners use AI-driven multimedia analysis to review video, audio, image, and text signals surrounding ads in the Threads feed. They provide advertisers with transparency and control over where their ads display, reinforcing Meta’s brand safety standards.

Key Features of the Verification Program

• Third-party validation of ad placements on Threads for safety and relevance
• AI-powered frame-by-frame content analysis delivering detailed suitability scores
• Reporting includes risk levels, content examples, impression-level data
• Supports over 34 languages, ensuring global reach and accuracy
• Enables advertisers to monitor and adjust campaigns to meet brand safety requirements

Lisa Utzschneider, CEO of IAS, emphasized how their tech allows brands to “drive performance and confidently scale investments” with independent measurement.

Mark Zagorski, CEO of DoubleVerify, added that independent verification builds trust and delivers actionable campaign insights, especially on emerging platforms like Threads.

Also read about: Meta AI Content Labels Expand on Facebook, Instagram, Threads

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Impact on Advertisers and the Threads Ecosystem

Threads, with over 400 million monthly active users, has rapidly grown as a key ad platform in Meta’s ecosystem. With these verification tools, advertisers gain:

• Enhanced confidence in safe ad environments
• Better ability to avoid inappropriate content adjacency
• Transparent performance insights to optimize marketing spend
• Consistency with brand safety standards across Meta’s apps like Facebook and Instagram

This expansion reinforces Meta’s commitment to brand safety while helping advertisers maximize campaign impact on Threads’s fast-growing social channel.

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Summary

The launch of brand safety verification on Threads offers advertisers peace of mind and greater transparency.

Powered by AI solutions from IAS, DoubleVerify, and Scope3, brands can now confidently place ads knowing they meet rigorous safety standards on Meta’s newest social platform.

This development marks an important step in broadening brand-safe ad solutions across Meta channels.

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