TikTok introduced three innovations in brand suitability, enhancing advertiser choice and control over where their ads appear on the platform’s For You feed.
These innovations include Category Exclusion and Vertical Sensitivity controls, along with a unified Brand Safety Hub in TikTok Ads Manager.
These tools aim to provide advertisers with more customizable options to align their ads with their brand values and preferences, going beyond traditional suitability standards.
Category Exclusion allows advertisers to choose whether their ads run next to specific non-standard categories of content, such as Gambling & Lotteries or Violent Video Games, providing consistency in messaging.
Vertical Sensitivity enables advertisers to exclude content related to certain verticals that may not align with their brand positioning, offering an additional layer of protection.
TikTok also emphasizes its commitment to brand safety by enabling advertisers to work with trusted third-party measurement partners for independent assurance of brand safety and suitability.
These partnerships have demonstrated high success rates for the implemented controls.
To streamline brand safety measures, TikTok introduced the Brand Safety Hub in TikTok Ads Manager, providing advertisers with a centralized platform to manage their brand safety and suitability settings across campaigns.
Looking ahead, TikTok continues to prioritize innovation in brand safety and suitability, aiming to create the most trusted entertainment platform for brands and users alike.
