With Threads ads now available to all Meta partners, it’s also expanding its ad certification partnerships, which will provide more assurance on ad placement and performance in the Threads environment.

Meta has announced that it’s expanding third-party verification to Threads feed through Integral Ad Science, DoubleVerify, and Scope3, with Zefr support also coming soon, providing a range of expanded options to verify your Threads ads results.

As explained by Meta:

“Our Meta Business Partners each offer AI-enabled solutions to report the context in which ads appear, giving advertisers the transparency they need to drive results on Threads feed with confidence. These partners independently score the adjacent content, aligned with the brand safety floor and suitability framework, providing reporting that may include safety and suitability scores, content examples and associated risk levels, and impression-level data.”

So now, you can ensure that your Threads ads are not being displayed alongside objectionable content, with additional assurance based on these trusted partners, and the processes they use to confirm ad placement across all of Meta’s apps.

Third party verification can give marketers assurance that they’re getting what they’ve paid for with their ad campaigns, and that Meta’s living up to its stated brand safety parameters. And given the controversies we’ve seen with some ad placements of late, it could be a valuable addition to help avoid PR disasters and harmful examples that can erode audience trust in your brand.

If that’s important for your business. The relevance, and relative value of this concern will differ for each business, but if you want to ensure that you have more say over brand placement, and can be assured that your parameters are being met, these new partnerships will provide additional options on this front.

Each of Meta’s ad verification partners has updated their respective offerings to include Threads placement, so you can expand your existing partnerships to include Threads as well.

Another consideration for your holiday marketing approach.

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Meta has announced a technical update to its Marketing API, which is designed to enable expansion of its Advantage+ promotions via third-party inputs.

With the usage of its automated Advantage+ promotions rising, and driving better results for many brands, Meta is now moving to align its Marketing API around more effective Advantage+ use, by making Dynamic Media an automatic element for Advantage+ campaigns.

As per Meta:

“Starting September 1st, 2025, we will begin defaulting the Dynamic Media field to OPT_IN for Advantage+ Catalog ads (Single Image, Carousel, and Collection formats). This change brings parity with Ads Manager which has the Dynamic Media toggle “On” by default, increasing creative liquidity and improving utilization of Catalog Product Video (CPV) assets to drive better ad performance.”

The Dynamic Media setting enables Meta’s Advantage+ campaigns to optimize ad display based on the products available in its database. So if the system thinks that a specific user will respond better to different products from your catalog, it’ll highlight those, based on its assessment.

This change means that third-party platforms offering Advantage+ Catalog Ads will now have this enabled by default, which Meta believes will improve campaign performance.

At the same time, that will also give Meta more options to optimize its Advantage+ ads, and learn more about what works.

And again, many advertisers are seeing better results with Advantage+ campaigns, with Meta CEO Mark Zuckerberg recently noting that its AI-powered recommendation model for ads drove 5% more ad conversions on Instagram, and 3% on Facebook, in the most recent quarter.

Meta says that this update will impact all Advantage+ Catalog ads created using the Marketing API, and will be applied to Single Image, Carousel, and Collection ad formats.

Advertisers will, however, still be able to opt out of Dynamic Media placement for their Advantage+ Catalog Ads if they choose.

Meta says this will be rolled out gradually, starting on 1st September 2025, reaching 100% enforcement by October 20th, 2025.

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