TikTokEmpowering advertiser choice with three new innovations in brand suitability
Summary
TikTok introduces Category Exclusion and Vertical Sensitivity controls to enhance advertiser control over ad placement. Category Exclusion lets brands avoid four non-standard categories like Gambling and Violent Video Games. Vertical Sensitivity allows exclusion of vertical-related content, such as avoiding natural disaster content for travel brands.
These complement the existing TikTok Inventory Filter, which offers three inventory tiers. Third-party partners DV, IAS, and Zefr verify brand safety, with 98.6% average success rates. A new Brand Safety Hub in TikTok Ads Manager streamlines account-level settings for these solutions.
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