Meta has rolled out third-party content block lists for ads on Threads, extending its brand safety and suitability controls to the platform’s feed.
The feature, already available across Facebook and Instagram Feed and Reels, will now allow advertisers on Threads to work with partners such as DoubleVerify, Integral Ad Science (IAS), Scope3, and Zefr to control the type of content their ads appear alongside.
Designed to offer more granular control, the block lists enable brands to identify and avoid specific content categories. Advertisers can use this tool independently or combine it with Meta’s existing inventory filter system.
Meta noted that over 99% of content adjacent to ads across Facebook, Instagram, and Threads is measured as brand safe by independent verification partners.
In addition, the company is expanding its partner ecosystem, with Channel Factory and Protected by Mediaocean set to be integrated in the coming months, further strengthening its brand safety infrastructure.
The update underscores Meta’s broader push to provide advertisers with increased transparency, control, and confidence in their ad environments across platforms.
