"Meta's decision to withdraw from the Media Rating Council's brand-safety audits and its subsequent loss of accreditation have sparked important questions for advertisers that depend on transparency and accountability to protect their brands online. When one of the world's largest advertising platforms steps away from independent verification, it's a reminder of how critical third-party accountability remains. The "easy button" is no longer easy Marketers have poured billions into social video in recent years because it's familiar, fast to activate and a light lift on creative."
"However, the original math that prompted these investments no longer works. Social CPMs have risen. The ability to find incremental audiences on social platforms has declined. Add the growing brand-safety concerns, and the equation looks even worse. According to IAB's 2025 Digital Video Ad Spend report , U.S. social video spend overtook CTV spending in 2024 and is expected to hit $27.2 billion next year, again edging out CTV's $26.6 billion."
Meta's withdrawal from the Media Rating Council audits and loss of accreditation raises major advertiser concerns about third-party accountability and brand safety. Social video grew because it was quick to activate and required minimal creative investment, but rising CPMs and declining incremental audiences have weakened its effectiveness. Brand-safety issues further increase the risk of prioritizing social video. IAB data shows U.S. social video spend surpassed CTV in 2024 and is projected to remain slightly ahead in 2025. Programmatic CTV has become more accessible, offering premium inventory, targeting, measurement and improved transparency without reliance on a single walled garden.
Read at AdExchanger
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