That was a fun time…
Over the past few weeks, I just discussed inventory filters to address potential issues with Meta’s new content review policy. Well, it changed.
change
In the Help Center article on Inventory Filters, it says:
Starting February 24, 2025, we will gradually change the default settings for inventory filters for internal advertising and audience networks to extend.
Inventory filters can be found in Brand Security and Applicability to set that account scope or out of location when creating an ad set. This is a way to prevent ads from appearing along with sensitive content.
By switching the default settings to extensions, your ads can come along with “all content that follows our content monetization strategy to get maximum impact.” So… almost anything.
Influence
Although the argument for this change limits the limit on potential inventory, the timing is not worse.
Brands and advertisers following Meta’s new content review policy may have viewed this tool as an option. In the early stages, we don’t know what impact these policies will have.
So changing the default setting to now seems reckless. It may reduce the overall overall cost of advertisers, but it can also lead to preventable PR nightmare.
Bottom line: Knowing this is happening. If you or your customers are nervous about Meta’s new review policy, consider the moderate setting, which is set to February 24th by default, and does not include highly sensitive content. You can even consider limited inventory as safe.
The impact on advertising costs can be small, so it may make sense for some conservative brands to be conservative rather than later dealing with disgruntled customers.
