With new third-party measurement of misinformation and whether/how commercial content is displayed alongside it in the app, TikTok is giving advertisers even more peace of mind.
In order to provide ad partners peace of mind that their ads aren’t being positioned next to false claims, TikTok has added misinformation as a new factor to the industry-standard Brand Safety assessment that was launched earlier this year.
According to TikTok:
“We’re happy to announce that DoubleVerify (DV), Integral Ad Science (IAS), and Zefr—TikTok’s third-party brand safety and suitability measurement partners—can now offer advertisers post-campaign misinformation data for the content that appears before and after their ads in the For You Feed.”
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In order to identify dubious assertions, misinformation tracking has evolved in recent years, combining human and artificial intelligence analysis. Now that these procedures are available, TikTok’s partners can provide a way to guarantee brand safety, which may be especially crucial as the US election nears its conclusion.
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According to TikTok’s first testing, “an average misinformation rate of <0.1% for the content adjacent to ads across a selection of campaigns in the FYF” indicates that the platform has a very low disinformation rate. Thanks to these new measuring capabilities, marketers will always be aware of this and will be able to remedy hazardous placement if necessary.
It will be fascinating to observe whether other platforms follow suit. X, in particular, appears unlikely to contemplate providing such a measurement given that it now carries more false content, which is frequently accentuated by its owner and most followed user.
However, it seems possible that Snapchat, Facebook, and Instagram will all try to move in this route. Furthermore, given that third parties are now measuring misinformation, it very well may become the norm.
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