Meta brand safety rollout sparks agency pushback

Alright I dont trust these 99 percent thresholds yet they leave too much room for bias.

Honestly, I hear you on the thresholds, and we’ve had to build in a 12 hour buffer to each campaign timeline and created an extra compliance checkpoint in Asana to catch any low scoring ads before they’re submitted. We also set up a Slack channel called brand safety check where the creative and media teams can flag issues on the spot, which has cut down the back and forth significantly.

Listen, I’ve started feeding our briefs into Meta’s Brand Safety Manager before we even upload. It’s saved us a ton of back and forth because the system catches problematic assets early and we can tweak them in the asset library before the 24 hour approval window kicks in, so we’re keeping our campaign pace while still hitting the compliance gate.

We now run a quick five minute preflight scan in Sprinklr before we submit. It catches the obvious flaggers early so we don’t lose days later when the AI blocks the whole set.