TikTok is rolling out a suite of new advertising tools that give brands unprecedented control over where their ads appear. The platform’s latest features let advertisers dodge content that doesn’t align with their image. It’s about time, really. Social media advertising has always been a bit of a gamble.
The core of TikTok‘s new safety approach is its Inventory Filter. This proprietary system offers three tiers: Expanded (some mature stuff allowed), Standard (mostly clean but allows some mature themes), and Limited (no adult content whatsoever). Brands pick their comfort level before campaigns launch. Machine learning does the heavy lifting, analyzing content and sorting it into these risk categories. All of this follows guidelines from the Global Alliance for Responsible Media. Fancy.
Category exclusions add another layer of protection. Advertisers can now block their ads from appearing next to gambling content, violent video games, combat sports, or youth content. These tools work alongside the inventory filters but aren’t available for every campaign objective. Product Sales campaigns? You’re out of luck.
For industries with specific concerns, TikTok introduced Vertical Sensitivity Control. Travel brands can avoid disaster content like volcano eruptions. Financial services can steer clear of amateur money advice. There are 11 verticals to choose from, but you only get to pick one per campaign. Seems stingy.
The newest additions are exclusion lists. Brands can now block specific videos or user profiles from appearing alongside their ads. This happens almost immediately after listing them. Advertisers manage these lists directly in TikTok Ads Manager or through third-party partners like Integral Ad Science, DoubleVerify, or Zefr.
These tools represent TikTok’s effort to keep ad dollars flowing. TikTok’s inventory tiers provide different levels of protection but no guarantees are provided that ads won’t appear next to unwanted content. Brands were nervous about appearing next to problematic content. Now they have options. Post-campaign measurement with third-party partners provides additional assurance that brand safety standards are being met. Whether it’s enough to satisfy cautious advertisers remains to be seen. But it’s definitely progress.
