TikTok reinforces brand safety for advertisers with expanded OpenSlate partnership

TikTok has expanded its partnership with OpenSlate, a third party brand safety provider, in a move to give advertisers reassurance in how and where ads are being delivered on the content sharing app.

TikTok’s brand safety solution applies OpenSlate’s rating pre-campaign measures to ensure ads are delivered in a brand-safe environment. It then shares video-level reporting to confirm the outcome for brands.

The agreement has been touted as providing advertisers with “the greatest degree of transparency and the confidence of working with a third-party lens”.

TikTok’s brand safety solution was previously only available in the US, but the expanded partnership will see it now become available to brands in Australia, Canada and the UK.

“We want our partners to be their authentic selves on the platform and that means they need to trust where their videos are seen,” said TikTok ANZ’s general manager of global business solutions, Brett Armstrong.

“We are deeply committed to growing the ecosystem so that our partners have the tools and resources they need to understand and feel fully confident in our platform’s protections. Through this partnership, advertisers can feel confident that their ads are served alongside brand-safe content.”

The expansion of the partnership follows TikTok’s transparency report for H2 2020 revealing that 89,132,938 videos were removed globally in the second half of 2020 for violating its  Community Guidelines or Terms of Service in that period, including 5,225,800 spam videos posted by spam accounts.

3,501,477 ads were also rejected in that six-month period for violating advertising policies and guidelines.

Poppy Hill, managing director of OpenSlate for APAC, said: “OpenSlate is delighted to announce our brand safety solution for TikTok Australia. The global scope and local nuance of our independent, third-party ratings provide marketers with the highest confidence in TikTok’s brand safety.”


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