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TikTok Expands Ad Data Verification Partnership with Integral Ad Science

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TikTok Expands Ad Data Verification Partnership with Integral Ad Science

TikTok has announced an expansion of its partnership with ad data verification and auditing service Integral Ad Science, which will see IAS broaden its TikTok ad measurement capacity to viewability, invalid traffic (IVT) and app-level brand safety, providing more ways for brands and agencies to more effectively measure the results of their TikTok ad efforts.

As explained by Integral Ad Science:

“IAS will now provide advertisers with trusted, third-party measurement powered by the Open Measurement Software Development Kit (OM SDK), giving marketers ultimate transparency and confidence around campaign performance. Governed by the IAB, with IAS being a founding member, the OM SDK is designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments.”

In other words, advertisers will now be able to verify the performance of their TikTok campaigns, with third-party assurance on the results data they’re seeing.

IAS will also provide granular reporting via its ‘Signal UI’, which will enable advertisers to take immediate action and stay informed on campaign performance in real-time.

“By partnering with IAS, marketers now have access to an increasingly comprehensive set of solutions to manage their advertising campaigns on TikTok.

TikTok initially announced its new partnership with IAS last September, along with a similar partnership with Zefr, providing more assurance on ad placement and performance.

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Third party verification is a critical step to ensure advertisers are getting optimal value from their campaigns, which assists in planning, KPIs, measurement, etc.

As such, this is another important step for TikTok’s broader ad program, and encouraging more advertisers to spend even more on TikTok ads, with the added verification enabling more forms of measurement and tracking to optimize performance.

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Meta Reassures Users That it Has Not Changed its Policies on Abortion-Related Content

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Meta Implements New Changes to Housing, Employment and Credit Ads to Eliminate Potential Discrimination

Amid various reports that it’s restricting certain posts on abortion-related resources, in the wake of the Supreme Court’s decision to overturn Roe vs. Wade, Meta has reiterated that its stance on such has not changed, despite some recent errors in its systems.

This week, both Vice and NBC News have conducted their own investigations into the potential censorship of abortion-related content on Facebook and Instagram, with both finding that certain hashtags and posts appeared to have been restricted in Meta’s systems.

Meta spokesman Andy Stone responded to these claims, explaining that there has been no change in its official policies on such.

Instagram has since posted an update, noting that its sensitivity screens have been applied to certain posts that they shouldn’t, which is a glitch that it’s working to fix.

Which seems very coincidental, and despite Meta’s assurances, I suspect that there may have been some internal shift to move in-line with the updated law, even, possibly, in regards to advising moderators to err a little more on the side of caution with such.

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But the official line from Meta is that there’s been no definitive amendment to its policies as yet, and as such, there should be no impact on the sharing of content within the existing guidelines.

For reference, this is the official Facebook policy on what’s not allowed in relation to prescription medications, which Stone refers to in his tweet:

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Retrieved from Meta on June 29, 2022

 

You would suspect that, maybe, at some stage, there could be additional legal requirements around such, in line with the Supreme Court ruling, but right now, there’s been no change, with Meta also presenting a full changelog of policy amendments here.



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