TikTok launches brand safety tool in UK

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 16, 2021, 4:46 PM GMT+0

The ByteDance-owned platform has opened up its brand safety tool to advertising partners in the UK, Australia and Canada.

TikTok’s partnership with brand safety platform OpenSlate, which was launched in the US last October, has been extended to ad partners in Canada, Australia and the UK. TikTok said the partnership aims to address fears that ads could be displayed alongside inappropriate content.

The company claims the tool will help find quality content at scale in the ecosystem for advertisers to place their ads. TikTok’s Kris Boger said, “We want our partners to be their authentic selves on the platform and that means they need to trust where their videos are seen.”

TikTok’s move towards brand safety measures has already helped it land partnerships from major networks like WPP. GroupM has also collaborated with the platform to determine best practices for advertisers to use on TikTok.

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