After telling advertisers to trust their AI and stop being so controlling about ad placements, Meta is now rolling out third-party verification partners to ensure those AI-powered placements don’t go horribly, embarrassingly wrong.

On October 16th, Meta announced it’s expanding third-party ad verification to the Threads feed through partnerships with Integral Ad Science, DoubleVerify, Scope3, and soon Zefr. The timing is chef’s kiss, just in time for holiday marketing season when ad budgets balloon.

Now here’s the thing about brand safety. Ask any marketing director who’s had to explain to their CEO why their company’s ad appeared next to… let’s just say “unfortunate content.” We’ve all seen the screenshots. Major brand, terrible placement, instant PR nightmare. Meta knows this. They’ve lived through enough controversies to understand that “trust the algorithm” only works until it spectacularly doesn’t.

That’s why Meta’s AI decides where to place your ads, and then verification partners use their AI to ensure Meta’s AI didn’t mess up. These partners will provide safety and suitability scores, sample content, risk levels, and impression-level data.

Brand safety verification isn’t just CYA theater (though it’s definitely that too). These partnerships provide value: peace of mind for brands entering Threads advertising, concrete data instead of crossed fingers, risk mitigation when you’re spending money, protection for your brand reputation, and evidence when you need to justify decisions to stakeholders.

In short, these verification partnerships are Meta’s insurance policy against becoming the next advertising cautionary tale. So now, you can expand your Threads advertising with slightly less existential dread.

To know more, click here.