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TikTok Launches New Brand Safety Center to Provide a Central Hub for its Various Resources

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TikTok Launches New Brand Safety Center to Provide a Central Hub for its Various Resources


As it continues to evolve its ad tools, and provide more opportunities for marketers to connect with its growing audience, TikTok has today announced the launch of a new Brand Safety Center, which will act as a key reference point for its various brand safety resources and guides.

As explained by TikTok:

The Brand Safety Center will serve as a central hub for all insights, articles, partnerships and other information related to brand safety and transparency at TikTok.” 

The new Center provides links to various resources and reports, including TikTok’s transparency updates, its platform rules, and an overview of its key pillars for brand safety.

TikTok Brand Safety Center

There’s also a link to various case studies, and to TikTok’s latest blog posts on brand safety, as well as an overview of TikTok’s certification partnerships.

TikTok Brand Safety Center

The Center also hosts a series of video overviews on TikTok’s various reports and safety tools.

TikTok Brand Safety Center

It’s a handy compilation of TikTok’s brand safety offerings, and as the platform pushes to increase its monetization options, and build a more equitable, sustainable business, and make the most of its now massive user base, it could be a good way for brands to stay on top of the latest tools and updates, and get a better understanding of how TikTok is approaching each new element.

In future, TikTok says that it’s planning to expand its brand safety offerings in a range of ways, including the implementation of new definitions and standards for critical brand safety issues, including misinformation and ad adjacency, while it’s also looking to provide more support for creators and brands working together, a key piece of the broader TikTok puzzle.

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TikTok needs to implement more monetization options for creators to keep them posting, and provide comparable money making opportunities to other social apps, which generally have more established monetization streams. As it does so, the Brand Safety Center will be another element in guiding these partnerships, and ensuring that adequate systems and transparency elements are in place to facilitate such opportunities.

It’s a good update for TikTok, which has already faced its fair share of questions about these elements. And with concerns relating to content moderation, the safety of TikTok challenges, exposure of minors and more, there are indeed some key brand safety considerations that need to be addressed.

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The new Center goes some way in meeting that demand, and reassuring potential ad partners.



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Elon Musk’s Team Asks for More Data to Complete Assessment of Twitter Bots

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Elon Musk's Team Asks for More Data to Complete Assessment of Twitter Bots

Okay, let’s just check in on the latest with the Twitter/Elon Musk takeover saga, and where things are placed to close out the week.

According to the latest reports, Musk’s team recently asked Twitter for more tweet info, in order to help it make an accurate assessment of bot activity in the app. This comes after Musk questioned Twitter’s claim that bots and fake accounts make up only 5% of its active user base, and said that his Twitter takeover deal could not go ahead unless Twitter could produce more evidence to support this figure.

Which Twitter did, by providing Musk with access to its ‘full firehose’ of tweets over a given period, which it shared with Musk’s team back on June 8th. Musk’s group has now had that data for a couple of weeks, but this week, it said that this info is not enough to go on, and that it needs even more insight from Twitter to make its judgment.

And after initially resisting calls for more data access, Twitter has now reportedly relented and handed over more tweet data access to Musk’s team.

Which may or may not be a concern, depending on how you see it.

In its initial data dump, Twitter reportedly gave Musk’s team info on:

  • Total user tweets (within a given time period)
  • Data on which devices were used

As noted, Musk’s team says that this has not provided it with the insight that it needs to conduct an accurate analysis of potential bot activity, so Twitter has now provided Musk with more ‘real-time API data’.

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It’s not clear whether that means that Twitter has provided everything that its API systems can provide, but that could mean that Musk’s team can now access:

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  • Real-time info on tweet text and visual elements/attachments
  • Data on retweets, replies, and quote Tweets for each
  • Data on tweet author, mentioned users, tagged locations, hashtag and cashtag symbols, etc
  • Date, time, location, device info

That should satisfy any analytical needs to uncover potential bot trends, and get a better handle on Twitter’s bot problem, though it also means that Musk has all your tweet info – which, again, it’s worth noting, Twitter up till now had been hesitant to provide.

I’m sure it’s fine. Musk’s team is beholden to disclosure laws around such, so it’s not like they can do anything much with that info anyway, in a legal sense. But the idea that the sometimes erratic Elon Musk now has all the tweets could be a little concerning for some.

But Twitter likely had to provide what it can, and if Musk is going to become CEO of the app soon anyway, he’s going to have access to all of that data either way.

But still, given Musk and Co’s past history of undermining and attacking critics, sacking trouble maker employees and digging up potential dirt on rivals, it sits a little uneasy.

Should be fine. No problems – no need to go deleting all your DMs (which are likely not included in the data that Twitter has provided at this stage).

According to reports, Musk’s team says that it now has the info it needs to make its assessment of bot activity, which should see the deal move forward (or not) sometime soon.

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Of course, no one knows what exactly is going to happen next, and whether Musk’s team will look to renegotiate, or even back out of the deal entirely as a result of its bot analysis. But it does seem like, one way or another, Musk will be forced to go ahead with the $44 billion transaction, with Twitter’s past bot reporting methodology already accepted by the SEC, giving it legal grounding to argue that it’s acted in good faith, regardless of what Musk’s team finds.

The next steps then, according to Musk, would be securing debt financing and gaining Twitter shareholder approval, clearing the last hurdles for Musk to change the app’s name to ‘Telsla Social’, and add a million references to ‘420’ into the platforms various terms and conditions.

Because of the memes, because weed jokes are still funny to the richest man in the world – because he vacillates between inspired genius and a massive nerd who now gets to play out some fantasy of being cool.

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Or something. Who knows what goes on in Elon Musk’s head – which is also why most are hesitant to bet against him, as nobody knows if and how he might be able to fix Twitter, and whether this is a great investment or a massive disaster.

It seems like we may soon find out. Maybe. Who knows. Either way, the memes should be great.



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