As Meta shifts its content moderation strategy, advertisers are left questioning the safety of their ad placements in an increasingly unmoderated environment

Meta, the parent company of Facebook and Instagram, kicked off 2025 by announcing the termination of its third-party fact-checking program, opting instead for a community-based moderation model similar to X’s (formerly Twitter) Community Notes. According to the company, this change is part of Meta’s initiative to prioritize free expression on its platforms.

There have been many headlines outlining how this shift raises concerns about increased exposure to misinformation and potentially harmful content, which can adversely affect brand safety. Several stories and responses in the press make it clear that advertisers are apprehensive that their ads may appear alongside misleading or inappropriate content due to reduced moderation.

As platforms like Meta prioritize free expression through community-based moderation, advertisers are faced with an important question: How can we ensure our brand’s integrity in an evolving digital landscape?

While social media remains a vital channel for reach, reduced moderation increases the risk of ads appearing alongside misinformation or inappropriate content. For instance, during the “YouTube Adpocalypse,” major brands suspended advertising after their ads appeared alongside extremist content, highlighting the risks associated with inadequate moderation. This uncertainty highlights the importance of exploring alternative channels that offer greater control and predictability.

The Changing Landscape of Content Moderation

“An entirely voluntary group of people doesn’t have the manpower or resources to debunk all of the conspiracy theories. Inevitably, an increasing number of conspiracy theories will slip through,” said Wang on X, who is part of a group of users who volunteer their time policing misinformation on the site through Community Notes, which Meta will soon adopt.

This move reflects a broader trend where platforms are shifting towards user-driven moderation while grappling with the challenges posed by rapidly increasing AI-generated content. Estimates suggest that by 2025, AI could produce up to 90% of online content, amplifying the need for advertisers to stay vigilant and adaptable.

For advertisers, this means closely monitoring the environments in which their ads appear, investing in advanced tools to detect and mitigate risks like misinformation, and diversifying their campaigns across platforms to reduce dependence on any single channel. By diversifying their ad strategies, many brands are ensuring they can pivot easily between channels, maintaining flexibility without entirely overhauling their approach.

Why Intrinsic In-Game Advertising Is a Compelling Solution

In response to these changes, intrinsic in-game advertising offers an appealing opportunity for advertisers seeking a more controlled and immersive environment. Unlike user-generated platforms, gaming provides a curated context where advertisers can have greater confidence in how their messages are presented.

In-game ads also achieve high levels of attention, comparable to or exceeding popular social media platforms. For example, research by Anzu and Lumen demonstrated that in-game ads garnered 1.5 times more attention than in-feed social media ads. This reflects the unique engagement opportunities presented by gaming environments, where players are deeply immersed and less likely to encounter competing distractions.

While gaming was once viewed as a niche channel for advertising, advancements in measurement and compliance standards have reshaped this perception. Adherence to industry guidelines and partnerships with third-party verification providers ensure that in-game ads align with evolving standards of transparency and effectiveness. As advertisers explore alternatives to traditional channels, these improvements make gaming an increasingly viable and attractive option.

The Importance Of The Omnichannel Approach

In-game advertising should not be seen as a replacement for social media or other channels but as an integral part of a diversified strategy. By balancing campaigns across multiple platforms, brands can reduce risks and enhance their overall impact. In-game ads provide a unique opportunity to connect with highly engaged audiences in immersive environments where ads are less likely to be ignored. This strategic approach also mitigates risks, as spreading campaigns across both gaming and social channels ensures greater resilience and flexibility in a rapidly changing digital landscape.

Gaming is increasingly incremental to social media, especially for Gen Z and younger Millennials, who now spend more time gaming than on platforms like Facebook, Instagram, or X. According to Deloitte’s Digital Media Trends Report, Gen Z dedicates an average of 11 hours per week to gaming, compared to 7–8 hours on social media. Research from Anzu and SuperAwesome also found that 55% of under-18s have a strong affinity for branded in-game experiences. These audiences not only remember the brands they encounter but also report increased brand affinity after interactions, making them highly likely to influence family conversations and spending decisions.

There is also now a huge opportunity to leverage first-party data to build targeting segments across omnichannel strategies, which can be used to drive in-game advertising campaigns. For many brands, in-game has become an essential tool in helping to move consumers along their purchasing journey, which has become even more effective now that even more people are playing games for longer, across devices, and at all different times of the day.

Looking Ahead

As platforms like Meta evolve their approaches to moderation, advertisers have an opportunity to reflect on how their strategies align with these shifts. What does the future hold for digital advertising in an era where platforms are redefining the balance between free expression and content oversight?

This moment encourages a rethinking of ad placements and channels, focusing on emerging opportunities rather than solely on challenges. Intrinsic in-game advertising represents a promising path forward, offering immersive, brand-safe environments where authentic connections can thrive. By remaining open to innovation and adopting diverse strategies, advertisers can adapt to the shifting landscape while finding new ways to engage their audiences thoughtfully and effectively.

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