The Latest in Brand Safety on TikTok: Third-Party Measurement of Misinformation
In a bid to provide advertisers with more assurance, TikTok is rolling out new third-party measurement tools to monitor misinformation and ensure that ad content is not being displayed alongside misleading claims on the platform. This move comes as misinformation tracking becomes increasingly advanced, utilizing AI and human review processes to identify questionable content.
TikTok has partnered with industry-leading measurement companies like DoubleVerify, Integral Ad Science, and Zefr, who will now offer post-campaign misinformation data to advertisers. These tools will enable brands to maintain brand safety and address any harmful ad placements promptly.
Initial tests conducted by TikTok have shown an extremely low misinformation rate of less than 0.1% for content adjacent to ads in the For You Feed. This new measurement feature aims to keep brands informed and empower them to take action if necessary.
While TikTok takes the lead in addressing misinformation, other social media platforms like Facebook, Instagram, and Snapchat are likely to follow suit. With the increasing scrutiny on the spread of false information online, third-party misinformation measurement could become the industry standard.
It will be interesting to see how platforms like X, which struggles with misinformation, respond to this trend. For more information on TikTok’s misinformation measurement offering, visit their official blog post.