This makes it two-for-two for TikTok this January. Tiktok has recently partnered up with brand sustainability platform Zefr on a new brand safety post-bid measurement solution for in-feed ads, enabling advertisers to ensure that their TikTok promotions don’t coincide with potentially dangerous and offensive material.
Safety Dash
Advertisers can now guarantee that their TikTok advertisements are not presented next to material they don’t want to be linked with by utilizing Zefr’s dashboard, which offers information on each campaign by mapping it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories.
TikTok explains:
“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”
As a brand sustainability platform, Zeta’s advanced set of tools, primarily its ‘cognition AI’, uses audio, text, frame-by-frame video analysis, and scaled human review to determine brand safety while simultaneously providing full assurance regarding optimal ad placement.
The collaboration appears to have arisen from the necessity to assuage specific marketing concerns raised by some companies and advertisers as a result of many TikTok postings and challenges straying into the ‘harmful’ zone, where users who attempted allegedly got badly harmed or worse. Association with such occurrences can heavily cripple a brand, which is where this initiative comes in. This collaboration with Zerf would reassure brands that their campaigns won’t be associated with potentially harmful content, which also helps TikTok secure more ad spend in the long run.
Though it might still prove difficult to achieve a 100% success rate here, the addition of Zerf’s safety measures will help tone down the risk posed by dangerous trends and help catch them before they even have the chance to spread. Though some challenges start harmless, these often escalate and lead to increasingly dangerous behavior, such as in the case of TikTok’s ‘Milk Crate Challenge’. The partnership with Zerf aims to prevent challenges like these from ever catching on, making TikTok a safer, and subsequently, more profitable platform to be on.
The Wrap
It’s a good and very intuitive integration, one that provides TikTok with another key step in further expanding its set of ad tools while allowing it to maintain a relatively safe environment. Hopefully, Zefr’s systems keep all and any emerging potentially dangerous challenges at bay.
The new integration is available to advertisers in the U.S, Canada, the UK, France, Germany, Italy, Poland, and Spain.
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