Two new inventory filtering tools will automatically place brands next to safe content across 11 verticals, including beauty and technology.
On Thursday, TikTok introduced two brand safety tools that will allow marketers to automatically avoid advertising next to content in certain categories and appear in brand-safe environments within specific verticals.
The first is category exclusion, which allows brands to avoid content that features gambling and lotteries, violent video games, combat sports and youth content. Marketers must turn on category exclusion and decide what content to filter themselves.
These categories aren’t included in the Global Alliance for Responsible Media’s Brand Safety Floor and Suitability Framework and weren’t automatically filtered out by third-party brand safety tools.
TikTok’s second tool is vertical sensitivity, which places ads in brand-safe environments within 11 verticals including pets, beauty, food, fashion and retail, travel, financial services, technology, automotive, gaming, professional services and entertainment. Marketers can opt into any number of pre-configured categories that account for vertical-specific sensitivities.
TikTok announced both tools at its Beyond Brand Safety summit on Thursday. Both will sit inside the TikTok Inventory Filter platform, which enables brands to choose to advertise against an expanded, standard or limited selection of content. Category exclusion and vertical sensitivity are the only first-party controls TikTok has added to the platform since it launched in July 2022.
In May 2023, it began offering advertisers third-party measurement solutions that classify content from DoubleVerify, Integral Ad Science and Zefr.
TikTok also created a brand safety hub within its ads manager where marketers can streamline using the new safety tools and set their content preferences within the inventory filter.
The ByteDance-owned platform will make its pitch to advertisers while closing out the 2024 IAB NewFronts from 7 to 8:30 pm EST on Thursday, May 2.
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Media buyers will be listening intently as the future of the platforms hangs in the balance of a Senate vote on an ongoing bill that would force ByteDance to divest the U.S. assets of its short-form video app, lest it be banned nationwide.
