Do you want to see your advertisement next to inappropriate content? Or next to a profile that undermines your brand values? Many marketers recognize this uncomfortable scenario. TikTok is responding with new options that provide more control over where your ads appear.
More control over your TikTok ads
TikTok has launched two new features: the Video Exclusion List and the Profile Feed Exclusion List. With these, advertisers can exclude specific videos and profiles when displaying their ads. The lists operate in near real-time and provide more precise control over the visibility and context of advertisements.
Influence on brand image and safety
The new features are designed to prevent unwanted brand associations. This is particularly important for organizations that closely guard their brand identity and message. However, the options do require constant monitoring, especially if advertisers want to manually exclude videos or profiles.
TikTok makes this easier by collaborating with external verification partners such as Integral Ad Science (IAS), DoubleVerify (DV), and Zefr. These parties can provide additional exclusion lists and assist in minimizing risks.
Practical overview in new playbook
In addition to these new features, TikTok has released a Brand Safety and Suitability Playbook. This comprehensive guide clearly outlines all the tools related to ad placement and verification. From explanations of each feature to practical examples and step-by-step plans – it provides advertisers with the resources to maximize their TikTok campaigns.
The playbook is useful for those involved in ad planning, but it is also valuable for managers who need to approve campaigns.
In summary
With this update, TikTok offers advertisers more control over where and alongside whom their ads appear. The combination of manual tools and support through verification partners provides additional assurance. For organizations that value brand consistency and safety, this is a valuable addition to their advertising strategy.