TikTok gets serious on brand safety with launch of new solution

Tyrone Stewart

TikTok has entered into a partnership with OpenSlate, a digital video-focused measurement and analytics company, in a bid to ensure brand safety across its short-form video app.

The ‘TikTok Brand Safety Solution’ aims to give brands the confidence that their advertising will along appear next to appropriate content, as verified by OpenSlate. The solution enables brands to track where their ads are running through pre-campaign tools and analyse these ads with post-campaign analytics tools.

The hope for TikTok will be that the partnership can help to allay the fears that many advertisers have around the safety of the hugely popular platform

“TikTok provides a platform for brands to engage and connect with a creative, authentic, and joyful community,” said Melissa Yang, Head of Ecosystem Partnerships at TikTok. “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 transparency to know that their ads are always delivered alongside brand safe content and that risks are mitigated.”