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TikTok doubles down on brand safety with OpenSlate partnership


By John Glenday, Reporter

October 15, 2020 | 3 min read

TikTok has partnered with brand safety platform OpenSlate in the US to ensure ads and branded content will no longer be displayed alongside material deemed questionable.


TikTok doubles down on brand safety with OpenSlate partnership

What does the partnership mean?

  • The TikTok Brand Safety Solution is a verification and filter tool designed to weed out inappropriate content and categories which may appear next to branded ads and other material.

  • Verified by OpenSlate, a global measurement and analytics firm, the partnership aims to furnish brands with confidence around the context of any placement, as well as track where their campaigns appear through pre-campaign specification and post-campaign analytics.

  • Armed with these tools advertisers will be in precise command of where their ads are placed for the first time.

  • TikTok's brand safety move follows the launch of a safety advisory council in the Asia Pacific region to provide oversight of content moderation and data safety without fear or favour.

‚ÄčWhy does it matter?

  • TikTok was obliged to act amid mounting concern among advertisers about the risk associated with doing business on the fast-growing platform, which had been subject to issues ranging from the exploitation and bullying of users to harvesting data from children and online predators.

  • Such fears have already led to the app being periodically banned in places such as India, Indonesia and Pakistan. It has also received hefty fines relating to past failures to protect the data belonging to children.

  • TikTok will be hoping that with outside help it can persuade and cajole hesitant advertisers to set aside their fears and fully embrace what the platform can offer.

  • Lauding the new partnership Melissa Yang, head of ecosystem partnerships at TikTok, said: "We're continuously scaling and evolving our advertising solutions to meet the important needs of our brand partners. Our partnership with OpenSlate provides brands with the confidence and transbrand-safe know that their ads are always delivered alongside brand safe content and that risks are mitigated."

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