TikTok launches enhanced ad placement controls

TikTok introduced two new controls for advertisers to have more choice regarding where their content appears:

1. Category Exclusion: This feature allows advertisers to prevent their ads from being served next to four non-standard categories, which are Gambling and lotteries, Violent video games, Combat sports, and Youth content.
2. Vertical Sensitivity controls: Advertisers can use this feature to select their industry vertical and avoid content related to that vertical that they deem incompatible with their brand positioning. TikTok now offers 11 verticals to choose from, including Pets, Beauty, Food, Fashion/Retail, Travel, Financial Services, Technology, Automotive, Gaming, Professional Services, and Entertainment.

The Brand Safety Hub in TikTok Ads Manager is designed to simplify brand safety measures for advertisers. To use it, advertisers can set their brand safety and suitability preferences at the account level within the hub. These preferences become the default settings for all future campaigns. It is ideal for advertisers who have clear preferences and want them applied automatically to their campaigns with minimal effort.

TikTok has expanded its partnerships with DoubleVerify (DV), Integral Ad Science (IAS), and Zefr to include post-campaign measurement of the new controls introduced for advertisers. These partnerships aim to verify the effectiveness and compliance of the new brand safety and suitability features.