TikTok Introduces Inventory Filters
TikTok now offers an Inventory Filter for ads to help brands ensure that content does not serve up alongside potentially offensive clips and videos in the app.
The option, embedded in the TikTok Ads Manager, gives advertisers the option to choose where their content is displayed.
The Inventory Filter, built into the process in TikTok Ads Manager, uses machine learning to detect variable concerns in user uploaded content, filtering each upload into one of three categories — Full, Standards, or Limited.
The Full category includes high-risk content, material that doesn’t violate TikTok’s rules, but may push the boundaries of what some may find acceptable. The Standard category excludes high-risk, non-violative content, but may still include some videos that depict mature themes.
In the Limited category, ads will only appear next to content that does not contain mature themes.
The tiers have been evaluated based on risk levels in industry standards and TikTok’s own policies and the industry standard GARM Brand Safety Floor and Brand Suitability Framework.
The filter was created with industry partners and analysis of billions of video impressions. It analyzes text, audio, video and images to assign it to the appropriate inventory tier.
The technology can learn in real-time to further determine classification, and evolve with emerging content trends.
Hundreds of major brands tested the TikTok Inventory Filter. Unilever experienced nearly 100% across brand safety and suitability rates measured by Zefr, which follows GARM Industry Standards.
“Brand Safety and suitability are top priorities for Unilever, and we thoroughly evaluate any new advertising channel to ensure our ads show up in the right environment,” Vivian Genachi, personal care media manager for Brazil at Unilever, wrote in a post.
TikTok said every campaign tested by brands experienced between 95% and 99% “safe delivery rates” — impressions the TikTok Inventory Filter deemed “safe” divided by overall impressions.
While anyone using the solution can receive post-campaign delivery insights from TikTok, the company also partnered with brand safety measurement company Zefr, so brands can receive independent third-party verification for brand safety and suitability, mapped to GARM’s standards.
TikTok’s Inventory Filter is now available to advertisers in Australia, Brazil, Canada, Egypt, France, Germany, Indonesia, Italy, Japan, Kingdom of Saudi Arabia, Malaysia, Mexico, Netherlands, Philippines, Poland, Singapore, South Korea, Spain, Sweden, Thailand, Turkey, United Arab Emirates, the United Kingdom, the United States, Vietnam.