Masterclassing Connect

TikTok extends brand safety solution to Australia, Canada, and the UK

Tyrone Stewart


TikTok has extended its partnership with OpenSlate, a digital video-focused measurement and analytics company, to provide its brand safety solution to advertisers in Australia, Canada, and the UK.

The ‘TikTok Brand Safety Solution’, previously only available in the US, applies OpenSlate ratings pre-campaign and then video-level reporting to ensure ads are delivered in a brand-safe environment on TikTok.

“What appeals most to advertisers about TikTok is that it is a creative, authentic, and joyful platform with a highly engaged community where brands are an important part of the experience. 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 Kris Boger, Head of Product Marketing, Europe at TikTok. “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.”

OpenSlate has developed its brand safety and content ratings across hundreds of millions of videos since it was founded in 2012. As of October last year, it was measuring and scoring more than 750m videos across Facebook, YouTube, and TikTok.

“OpenSlate is delighted to expand our TikTok coverage to Australia, Canada, and the United Kingdom,” said Mike Henry, CEO of OpenSlate. “Our independent ratings are built to provide local and global marketers with confidence in the brand safety of the TikTok environment.”