In lighter news, while TikTok is losing ground on some fronts, it continues to gain in others – TikTok has recently announced a new set of official measurement partners, which will provide third-party data on TikTok ads placement and performance to provide more reassurance to ad partners.
As explained by TikTok:
“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), andZefr. 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).”
Suitable
TikTok advertisers have been working with these providers to measure their campaigns over the past few years, but now, TikTok is finally endorsing them officially, and working with each to improve their respective process. The three measurement providers also work with Meta and YouTube to provide the same assurance, which, as noted by TikTok, allows advertisers to ensure that their promotions don’t appear alongside any potentially offensive material.
That’s particularly important because while TikTok may be hugely popular, there have been noted concerns with some content. Dangerous challenges are one thing to consider, while a more recent trend, called the ‘Foopah Challenge’, saw users exposing themselves briefly in their clips. Reports have also suggested that TikTok can highlight conspiracy theories and misinformation at times, and these new partnerships will help advertisers avoid any potentially harmful association with such.
To add, TikTok also says that it has worked with these partners to develop a new system to improve measurement ‘across significant volumes 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.”
The Wrap
Overall, it’s a good move from TikTok, which has recently taken so much flak that you’d probably want to work as a bomb tester than one of its PR employees. True enough, EU officials have now called for Government representatives to remove TikTok from their devices, while UK officials are now also calling for the same. TikTok’s ties to China are separate concerns from its content issues, but amid this, it makes sense for TikTok to be as transparent as it can be.
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