Introducing TikTok's Brand Safety and Suitability Partners

More than a billion people turn to TikTok as a source of entertainment, culture, and self-expression. That’s why we work hard to keep TikTok a safe and positive environment through ongoing investments in safety-centric policies, product features, and technologies, and why we partner with leading experts in brand safety and suitability.

Today, the TikTok Marketing Partners Program is proud to announce its first group of badged Measurement Partners with a new specialty in Brand Safety and Suitability: DoubleVerify, Integral Ad Science (IAS) and Zefr. All three partners have built solutions that help to safeguard advertising on TikTok so that marketers can have more confidence that their brand campaigns will run adjacent to brand-suitable content that reflects the industry standards set by the Global Alliance for Responsible Media (GARM).

After years of rigorous product optimizations and collaboration with TikTok's Brand Safety team, DoubleVerify, IAS, and Zefr's TikTok offerings are now available for advertisers to use in their TikTok campaigns.

Measuring brand safety and suitability just got easier

To deliver actionable insights from reporting, content needs to be classified into various risk categories outlined by GARM. Historically, this has been challenging due to the complexity of reviewing video and audio content at scale.

To address this challenge, our new Brand Safety and Suitability Partners have each created unique solutions leveraging machine learning and AI technology to drive accurate and transparent measurement across significant volumes of content.

This provides brands with neutral third-party visibility into the type of content surrounding their TikTok advertising. Over the last year, DoubleVerify, IAS, and Zefr have collectively supported hundreds of TikTok advertisers and measured more than 26 billion impressions in over 20 languages.

Trusted solutions to meet your safety and suitability goals

The innovative solutions offered by our newly badged TikTok Measurement Partners allow brands to:

• Leverage trusted, independent measurement tools: Access robust reporting tools to verify the nature of content that is adjacent to your TikTok ads.

• Lean on industry-aligned safety and suitability standards: Receive analysis and reporting aligned with GARM content categories through each partner's unique reporting capabilities.

• Access advanced technologies: Classify content at scale by leveraging each partner's machine learning and artificial intelligence capabilities.

The power of these solutions can be used together with TikTok's Inventory Filter, a proprietary tool powered by machine learning which provides advertisers with a layer of content filtration to meet brand suitability goals. The Inventory Filter has grown to support over 40 markets and 20 languages.

Now, brands can work directly with these partners to develop the appropriate safety and suitability strategy to fit their goals and needs. If you want to connect with a badged Measurement Partner within the Brand Safety and Suitability specialty, you can contact them directly or through the TikTok Marketing Partners website. If you already work with one, ask them about incorporating TikTok's brand safety solution into your current services.