The tool, called Total Media Quality Brand Safety and Suitability Measurement, will allow advertisers greater transparency into whether their campaigns are appearing next to safe and suitable content.

Features of the tool include artificial intelligence-led classification of content, a measurement framework for trust and transparency and third-party validation.

Lisa Utzschneider, chief executive at IAS, said: “IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram.

“This expansion allows brands to identify higher-quality media and scale across these platforms, signifying another important milestone in helping brands enhance brand equity across the entire digital ecosystem.”

Samantha Stetson, vice-president client council and industry trades at Meta, added: “IAS’s release of Brand Safety and Suitability Measurement across Facebook and Instagram is a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem.

“Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.”