Marketing
Wednesday March 17, 2021 By David Quintanilla
TikTok Expands Brand Safety Tools to More Regions as it Continues to Build its Ad Business


TikTok is seeking to present extra assurance to advertisers with the expansion of its brand safety agreement with OpenSlate to advertisers in additional areas.

As reported by The Drum, TikTok will now present OpenSlate’s advert placement safety to advert companions in Australia, Canada and the UK, along with the US. The deal makes use of OpenSlate’s instruments to determine questionable content material and content material classes, and supply the capability for manufacturers to keep away from undesirable affiliation. TikTok introduced its preliminary association with OpenSlate back in October.

As outlined by TikTok, the settlement with OpenSlate gives an additional degree of verification on its model security instruments, which is able to allow advertisers to filter quite a lot of content material and classes inside which their adverts can or can’t be proven.

“This partnership empowers manufacturers to know and observe the place their adverts are working by pre-campaign options in addition to with post-campaign analytics.”

This is a vital measure for the platform, as a result of whereas TikTok continues to broaden, and is on observe to achieve a billion users this year, there are nonetheless numerous considerations about its processes, and the content material that is proven within the app.

TikTok has confronted a spread of points with its moderation and content material insurance policies, in addition to the processes it has in place to guard customers from exploitation and bullying. 

TikTok has already been banned in IndiaIndonesia and Pakistan, at totally different instances, attributable to content material considerations, whereas it is also been hit with significant fines over its failure to guard the info of youthful customers. Given the delicate nature of such, it is sensible that some manufacturers have been hesitant to go all-in on TikTok adverts, however the expanded partnership with OpenSlate will present an additional degree of assurance, and oversight, to assist keep away from any undesirable affiliation by advert placement.

Along with this, TikTok additionally not too long ago launched a brand new security advisory council within the Asia Pacific area, to be able to present further oversight of content material moderation and information security.

Together, TikTok will likely be hoping these new measures of assurance will entice extra advertisers to its platform, and broaden its income alternatives.



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