Vertical Sensitivity is a brand safety solution that enables you to exclude selected vertical-related content that you may consider misaligned with your brand positioning, offering you another layer of brand protection. When layered on top of Inventory Filter, this solution provides you with even more control over your media spend.
Vertical Sensitivities offered
Beauty: This filter will exclude content that TikTok deems as controversial or negative beauty-related patterns.
Food: This filter will exclude content that TikTok deems as unhealthy food behaviors, graphic food content, or controversial food industry-related content.
Pet: This filter will exclude content that TikTok deems as unfair treatment to animals or pets.
Fashion & Retail: This filter will exclude any content that TikTok deems as controversial or negative fashion or retail-related patterns.
Travel: This filter will exclude any content that TikTok deems as controversial or negative travel-related patterns.
Financial Services: This will exclude any content that TikTok deems as controversial or misleading financial-related content.
Technology: This filter will exclude any content that TikTok deems as problematic or harmful technology (including electronics and telecom) related content.
Automotive: This filter will exclude content that TikTok deems as dangerous or harmful depictions of automotive-related content.
Gaming: This filter will exclude content that TikTok deems as unhealthy, sensitive, or potentially harmful gaming-related content.
Professional Services: This filter will exclude content that TikTok deems as negative or scandalous coverage of experiences affecting professionals content.
Entertainment: This filter will exclude content that TikTok deems as sensitive coverage of entertainment-related content.
Using Vertical Sensitivity
You can access Vertical Sensitivity in TikTok Ads Manager on the Campaign Creation page at the ad group level.
After selecting your Inventory Filter preference, you will select the relevant vertical.
Vertical Sensitivity will only be available when selecting Standard and Limited for your Inventory tier.
You can select a maximum of one vertical at a time.
Availability
Regions: Australia, Canada, United States, United Kingdom
Platform: TikTok Ads Manager
Buying Type: Auction only
Objectives: Reach, Video Views, Community Interaction
Placement Type: TikTok only, within the #ForYou feed
Ad Format: Both Spark ads and Non-Spark ads are supported
Third-party (3P) brand safety activation and reporting
We enable advertisers to work with trusted third-party measurement partners for independent assurance that the content next to their ads is brand safe and suitable. Our partners provide brand safety and suitability rates that align to the GARM Brand Safety Floor and Suitability Framework. We are pleased to share that our partners, Integral Ad Science and Zefr, are also available for post-campaign measurement of these new controls, with DoubleVerify in final testing.