TikTok, the popular social media platform known for its short-form videos, is taking steps to enhance the user experience by introducing new ad placement controls. These controls give advertisers more options and choices regarding where their content appears, ensuring that it aligns with their brand identity and values.
One of the new features introduced is Category Exclusion. This allows advertisers to have more control over where their ads are served by excluding them from appearing alongside content that falls into four non-standard categories: gambling and lotteries, violent video games, combat sports, and youth content. By managing their association with these categories, brands can ensure consistency in their messaging and avoid any conflicts with their company’s message. It’s important to note that Category Exclusion only applies to content that doesn’t violate TikTok’s Community Guidelines, meaning that content featuring gambling in entertainment, such as movies, is still allowed.
The second new feature is Vertical Sensitivity. This feature allows advertisers to choose their industry vertical and avoid content related to that vertical that they deem incompatible with their brand positioning. For example, a travel brand that focuses on nature-themed content may opt out of appearing alongside content about volcanoes or floods. TikTok now offers 11 verticals to choose from, including pets, beauty, food, fashion/retail, travel, financial services, technology, automotive, gaming, professional services, and entertainment.
In addition to these new controls, TikTok has also expanded its partnerships with DoubleVerify (DV), Integral Ad Science (IAS), and Zefr to include post-campaign measurement of these controls. This means that brands can have verified third-party results to ensure that their ads are being served in the desired manner.
To make it easier for advertisers to use these new tools, TikTok has merged account-level controls for all brand safety and suitability solutions within TikTok Ads Manager (TTAM). This unified hub simplifies the brand safety measures and provides consistency for advertisers. They can now set brand safety and suitability preferences at the account level, which will then become default settings for future campaigns. This streamlined process saves advertisers time and effort, allowing them to have their preferences applied automatically.
TikTok is committed to empowering advertisers with more control over where their ads appear. They believe that brands know their values best and should have preferences as to where they show up, especially when it comes to the content next to their ads. These new controls go above and beyond common industry standards and guidance for protections, including the Global Alliance for Responsible Media (GARM) Brand Suitability Framework.
Overall, TikTok’s introduction of new ad placement controls is a positive step forward in enhancing the user experience on the platform. By giving advertisers more options and choices, they can ensure that their ads align with their brand identity and values, reaching and engaging with high-value consumers effectively. The partnership with third-party measurement companies adds an extra layer of trust and transparency, while the unified TikTok Ads Manager hub simplifies the process for advertisers. With these new tools in place, brands can confidently advertise on TikTok with greater control and confidence in their ad placements.
