As advertisers grapple with ensuring brand alignment amidst the torrent of user-generated (and deceptive AI generated) content on platforms like TikTok, the demand for more proactive safety controls is top of mind for brands. Ad verification firm DoubleVerify announced the launch of pre-bid video exclusion lists for TikTok, expanding its toolkit designed to protect brand equity.
Moving upstream: The new feature follows a trend of proactive prevention, allowing advertisers using DV’s tools to automatically block placements on videos deemed unsuitable before an ad is served. This contrasts with traditional post-bid measurement, which reports on ad adjacency after the campaign has run.
AI-powered filtering: The new capability is driven by DV’s proprietary Universal Content Intelligence classification engine, which analyzes video, image, audio, and text elements. The company highlights its use of key frame extraction as an efficient method for analyzing video content at scale.
Deepening partnership: This pre-bid function builds upon an existing relationship that includes post-bid brand safety and suitability measurement (expanded earlier this year) and invalid traffic (IVT) solutions on TikTok. Regarding the broader collaboration on suitability tools, TikTok’s Global Head of Measurement and Data Partnerships, Chen-Lin Lee, previously said “We are excited to be partnering with trusted third-party measurement provider DoubleVerify to complement our own TikTok Inventory Filter…”
Advertiser edge: DoubleVerify says these pre-bid controls help advertisers reduce media waste, maximize ROI, and ensure ads appear in environments aligned with brand values. “[This] solution helps advertisers ensure that ads appear in environments that align with their brand settings—driving stronger engagement, maximizing ad performance, and instilling greater confidence in their digital investments,” said Mark Zagorski, CEO of DoubleVerify.
