TikTok and Zefr expand brand safety and suitability measures for global advertisers

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Brand suitability and safety measurement company Zefr has launched advanced brand suitability controls on TikTok. These controls will allow global advertisers to deploy category exclusions and vertical sensitivity controls.

The new capabilities aim to offer protection and customisation for brands advertising on TikTok by ensuring that each campaign aligns with their unique brand values, as well as their safety and suitability standards.

It will be available through TikTok's brand safety hub in TikTok ads manager.

Don't miss: Why we need to shift conversations from brand safety to suitability

In addition, vertical sensitivity controls on TikTok will allow advertisers to select their vertical and exclude content categories they deem unsuitable, covering 11 brand verticals such as pets, beauty, food, fashion and retail, and more. This control is currently available in the US, UK, Canada and Australia.

Meanwhile, category exclusions prevent ads from appearing next to content categorised under gambling and lotteries, violent video games, combat sports and youth content. This is applicable across all TikTok inventory filter markets.

“Zefr is committed to innovating in brand safety and suitability across social platforms. The integration of our advanced controls into TikTok’s 'Brand Safety Hub' on TikTok Ads Manager highlights our continuous dedication to innovation and empowering advertisers," said Zefr co-founder and co-CEO, Rich Raddon.

"This collaboration reflects our joint efforts to set new standards, prioritising the brand suitable alignment of ads with content, while minimising over-blocking and maximising reach for brands.”

This expansion builds on Zefr and TikTok's previous collaboration announced in September 2023.

Then, Zefr had provided video-level signals to inform TikTok inventory filter for global alliance for responsible media (GARM) suitability optimisations.

This gives advertisers even further control and transparency when using the TikTok Inventory Filter on campaigns. This collaborative process represents an evolution in brand suitability optimization, said Zefr in a statement.

If unsuitable content is identified by Zefr, that content is flagged to TikTok to continuously optimise brand suitability.

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