• by Karlene Lukovitz  @KLmarketdaily, November 7, 2022

TikTok has expanded its partnership with DoubleVerify (DV) to offer post-campaign brand safety and suitability measurement within the U.S. 

The video platform began offering viewability and invalid traffic measurement through DoubleVerify's measurement, data and analytics software platform  in September 2021. 

TikTok videos can now be classified 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), according to the companies.

DV uses porprietary AI-driven tools and manual reviewto analyze video image, audio and text components. 

The added post-campaign capabilities are designed to provide advertisers with transparency into adjacent content and help optimize performance and future planning and buying decisions, said DoubleVerify CEO Mark Zagorski.