• by Colin Kirkland , September 24, 2024

In a move to assure ad partners that their ads are not appearing alongside misinformation, TikTok has expanded its third-party measurement partners while providing the latest results from DoubleVerify (DV), Integral Ad Science (IAS) and Zefr

In a blog post, TikTok says DV, IAS, and Zefr are now able to provide ad partners with post-campaign misinformation data for the content that runs directly before and after their ads in the For You Feed (FYF).

TikTok says it arranged this new capability in partnership with its three measurement partners in response to misinformation being added to the Brand Safety industry standards and definitions earlier this year.

Misinformation is currently a major focal point for advertisers running campaigns across the social media landscape due to the continual rise and evolution of AI-generated content. Some experts claim that as much as 90% of online could be AI-generated by 2026, according to IAS.

There are also major elections taking place across more than 60 countries in the coming months, including the 2024 US Presidential Election, which with the increased news coverage they bring, lead to an influx of consumers spending more time online.

“More consumers online means more opportunities for brands to be seen,” says IAS. “But it’s crucial for brands to appear in the right places,” as “three-quarters of consumers say they feel less favorably toward brands that advertise on sites that spread misinformation.”

In addition to announcing the option for pre- and post-campaign information, TikTok has shared brand safety numbers for its platform:

“Testing from Zefr over a three month period from May to August 2024 showed an average misinformation rate of <0.1% for the content adjacent to ads across a selection of campaigns in the FYF,” the company reports. “Testing from IAS, who released misinformation measurement in April 2024, and DV, who released measurement of misinformation as of August 7 this year, is already seeing similar results.”

“Brands want reassurance when it comes to the environments where they show up, especially when it comes to harmful misinformation,” says Blake Chandlee, TikTok’s president of global business solutions. “Our hope is that by having this capability across all of our measurement partners, advertisers will continue to feel confident building their businesses on TikTok.”