DV Is Now a Badged Measurement Partner for Brand Safety and Suitability in TikTok’s Marketing Program
Summary
According to DV’s Four Fundamental Shifts in Advertising and Media report, 43% of 18-24 year-olds stated that they plan on spending more time on TikTok over the next 12 months. However, like everywhere else in the online universe, it’s important that advertisers have transparency and confidence that their video ad is aligned with safe and suitable content. This announcement stems from our recently expanded partnership with TikTok, which includes brand safety and suitability measurement that provides advertisers with transparency across their campaigns in the United States. Our technology classifies TikTok videos according to DV’s brand safety floor and suitability categories, while aligning with standards from the 4A’s Advertiser Protection Bureau (APB) and the Global Alliance for Responsible Media (GARM). Benefits include: • Proprietary Technology – This solution leverages DV’s artificial intelligence, machine learning, ontology, and manual review in order to accurately analyze image, audio and text components to provide video-level classification.
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