DoubleVerify launches brand safety tool for TikTok advertisers

DoubleVerify (DV), a digital media measurement and analytics software platform, is set to assist advertisers on TikTok with a new tool. The firm has launched 16 brand safety and suitability categories, expanding the platform's Inventory Filters with Vertical Sensitivity and Category Exclusion. The feature, which will be implemented this month, will help advertisers navigate digital channels more accurately to align their brands with suitable content on the platform.

The burgeoning popularity of TikTok has led to a surge in advertising investment on the platform, a trend DoubleVerify seeks to harness with this launch. Advertisers can use five additional content categories in the Category Exclusion control for TikTok Inventory Filter. These include Gambling & Lottery, Youth Content, Violent Video Games, and Combat Sports. This expansion is set to provide richer measurement insights and increased protection across sensitive topics for advertisers.

A total of 11 other vertical-based categories for the Vertical Sensitivity inventory filter have also been included in the rollout. Catering to the specific brand requirements of a diverse range of sectors, these categories include Pets, Food, Beauty, Fashion, Tech & Telecom, Financial Services, Travel, Automotive, Gaming, Professional Services, and Entertainment. The categories are designed to exclude content that could potentially misalign with a brand's positioning. DV is currently working on making Vertical Sensitivity controls accessible later in this quarter.

Mark Zagorski, CEO of DoubleVerify, said, "We are excited to expand our partnership with TikTok as ad investments continue to grow on the platform. As driven by our client-focused innovation strategy, we are launching 16 additional brand safety and suitability categories that cover unique content types and industry verticals. With DV's new AI-powered classification categories, advertisers can ensure brand equity protection and align their advertising with suitable content on TikTok according to each brand's specific needs and objectives."

DoubleVerify's Universal Content Intelligence, a classification engine, underpins the company's comprehensive content categorisation online, including the expanded categories on TikTok. Drawing on more than 15 years of experience, DV utilises a holistic classification approach, analysing all key types of content, including visual, audio, speech, text, and link elements. Moreover, DoubleVerify's Universal Content Intelligence classifies content based on robust policy definitions. It capitalises on top-tier AI technology to provide the most accurate classification, ensuring extensive coverage and protection at scale.

Chen-Lin Lee, Global Head of Measurement and Data Partnerships at TikTok, said, "TikTok is continuously building and refining our brand safety and suitability solutions for advertisers and evolving to stay ahead of emerging need. We are excited to be partnering with trusted third-party measurement provider DoubleVerify to complement our own TikTok Inventory Filter, and our new brand suitability controls Category Exclusion and Vertical Sensitivity, so advertisers are confident in the tools that empower them to connect with our community."

Notably, DV made significant strides in its partnership with TikTok in the past years by introducing ad viewability, fraud, and in-geo measurement on the platform in 2021. This was followed by expanding its partnership to offer advertisers post-campaign brand safety and suitability measurement in 2022. In 2023, DV released support for TikTok Photo Mode content, joining the TikTok Marketing Partner Program with a specialisation in Brand Safety & Suitability. This year, the company further broadened its brand safety and suitability market support to include Japan, Costa Rica, Panama, Guatemala, and the Dominican Republic, pushing DV's coverage to 35+ global markets.