TikTok Rolls Out New Tools to Enhance Advertiser Control

TikTok has launched a trio of innovative controls—Category Exclusion and Vertical Sensitivity—providing advertisers with customized options to place their ads within the ‘For You’ feed. These tools are part of a new initiative aimed at enhancing brand protections, accessible via the new Brand Safety Hub in TikTok Ads Manager.

Ensuring a Safe Advertising Environment
At the heart of TikTok’s operations is the commitment to maintaining a safe, authentic space for expression, which is essential not only for users but also for creating a trustworthy environment for brands. By strictly enforcing Community Guidelines, TikTok ensures that the advertising spaces are secure and conducive to brand promotion.

Expanding Advertiser Control Beyond Conventional Measures
Recognizing that brands understand their values best, TikTok has continually sought to extend the boundaries of traditional advertising standards. The introduction of additional controls allows advertisers to have greater command over where their ads are positioned, aligning more closely with their brand messaging.

Detailed Overview of New Controls

• Category Exclusion: This feature allows advertisers to prevent their ads from appearing next to content in specific categories such as Gambling & Lotteries, Violent Video Games, Combat Sports, and Youth Content, helping brands maintain a consistent message across their campaigns.
• Vertical Sensitivity: Advertisers can use this tool to exclude content from certain verticals that might not align with their brand identity, adding an extra layer of brand protection.

Voices from Early Adopters
Jordan Dennis from Gallery Media Group praises the early results of the Category Exclusion feature, highlighting its effectiveness in aligning ad placements with brand values. Similarly, Amanda Owens from Hill’s Pet Nutrition appreciates the Vertical Sensitivity controls for ensuring that their brand mission is not compromised on TikTok.

Partnerships for Verified Safety
TikTok collaborates with renowned third-party measurement partners, including DoubleVerify, Integral Ad Science, and Zefr, to provide advertisers with independent verification that their ad placements are safe and appropriate. These partnerships have been instrumental in helping advertisers measure campaign effectiveness comprehensively.

Centralizing Brand Safety Tools
In its continuous effort to streamline brand safety measures, TikTok has integrated all related tools into the Brand Safety Hub within TikTok Ads Manager. This centralized hub simplifies the process for advertisers to set and manage their brand safety and suitability settings efficiently.

TikTok remains committed to evolving its brand safety and suitability tools, ensuring that advertisers have ongoing confidence in the platform’s ability to safeguard their brand’s integrity.

Source: https://www.tiktok.com/business/en/blog/tiktok-launches-new-brand-safety-innovations