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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement


TikTok has partnered with brand suitability platform Zefr on a new brand safety post-bid measurement solution for in-feed ads, which will enable advertisers to ensure that their TikTok promotions don’t appear alongside potentially offensive material.

As you can see here, using Zefr’s dashboard, which provides insights into each campaign by mapping it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories, advertisers will now be able to ensure that their TikTok ads are not shown next to content that they don’t want to be associated with.

As explained by TikTok:

“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”

Zefr’s advanced ‘Cognition AI’ process utilizes audio, text, and frame-by-frame video analysis, along with scaled human review, to determine brand safety, and provide full assurance on potential ad placement.

With TikTok’s challenges and posts sometimes veering into dangerous territory, the option will help to reassure brands that their campaigns won’t end up being associated with potential harm, which could help TikTok secure even more ad spend.

Though it could be difficult to 100% guarantee success here. For example, the recent ‘Milk Crate Challenge’ on TikTok started off innocently enough, but eventually lead to increasingly risky and dangerous behaviors, which resulted in serious injuries to some participants. Other TikTok challenges could follow a similar evolution – though the additional assurance of Zefr’s systems will ideally help to catch these out before they become a potential brand risk, or at the least, as soon as they’re identified as a problem.

It’s a good integration, and another key step in TikTok’s broader expansion of its ad tools.

The new TikTok Zefr integration is available to advertisers in the US, Canada, the UK, France, Germany, Italy, Poland and Spain.



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15 Ways the B2B Influencer Marketing Industry is Changing [Infographic]

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15 Ways the B2B Influencer Marketing Industry is Changing [Infographic]

As social platforms have become more creative, and increasingly aligned with entertainment, influencer marketing has become a more important tactic, with brands able to tap into platform experts, and their established followings, to boost their brand messaging.

And while it may not immediately seem like as a good a fit as B2C, B2B brands are also increasingly looking to influencers to help expand their brand messaging, with more and more businesses seeking endorsement and acknowledgment from key voices in their space.

That’s the finding of Top Rank Marketing’s latest ‘B2B Influencer Marketing Report’, which includes a heap of insights into key trends, shifts and future predictions for the B2B sector, which could help to shape your marketing approach.

Top Rank has also collected some of the key findings into the below infographic, providing a valuable lead-in to the main report.

You can download the full report here.

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