TikTok has expanded its Safety Suite by introducing two new brand suitability controls: the TikTok Video Exclusion List and the TikTok Profile Feed Exclusion List. These tools provide advertisers with enhanced flexibility in ad placements, allowing them to exclude specific video IDs and profile pages from appearing next to their ads. This customization helps brands align their campaigns with their values and messaging.
To support these new features, TikTok has launched the TikTok Brand Safety & Suitability Playbook, which serves as a comprehensive guide to the Safety Suite. The playbook includes an overview of available solutions, detailed explanations of each tool, visual decision trees for campaign control, and case studies demonstrating successful implementations.
Advertisers can manage their exclusion lists independently or collaborate with third-party measurement providers like Integral Ad Science (IAS), DoubleVerify (DV), and Zefr. The TikTok Video Exclusion List is currently live, while the Profile Feed Exclusion List will be available soon. Both lists apply at the account level for consistent protection across campaigns.
The TikTok Safety Suite aims to empower brands by providing proactive and flexible solutions that ensure their advertising aligns with their values in a dynamic digital environment. The initiative underscores TikTok's commitment to trust, transparency, and innovation in brand safety.
