TikTok Collaborates with Zefr to Provide More Assurance on Safe Ad Placement
TikTok collaborates with brand suitability platform Zefr to provide a new brand safety post-bid measurement solution for in-feed advertisements, allowing advertisers to guarantee that their TikTok promos don't show beside potentially offensive content.
Advertisers can now make sure that their TikTok ads are not placed next to content they wouldn't want to be linked with by using Zefr's dashboard, as seen above, which offers information into each campaign by measuring it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories.
According to TikTok:
“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”
To establish brand safety and deliver full assurance on prospective ad placement, Zefr's innovative 'Cognition AI' process uses audio, text, and frame-by-frame video analysis, as well as scaled human inspection.
With TikTok's issues and posts occasionally drifting into dangerous terrain, the option will ensure businesses that their campaigns will not be linked to potential danger, thereby helping TikTok win more ad spend.
Though it may be tough to ensure success in this case. For example, the recent TikTok 'Milk Crate Challenge' began innocently enough, but quickly escalated into increasingly reckless and deadly actions, resulting in significant injuries to several players. Other TikTok challenges could evolve in a similar way, however Zefr's technologies should be able to detect them before they become a possible brand risk, or at the very least as soon as they're detected as a problem.
It's a great integration and a significant step forward in TikTok's broader extension of ad solutions.
Advertisers in the United States, Canada, the United Kingdom, France, Germany, Italy, Poland, and Spain can now use the new TikTok Zefr integration.