TikTok expands third-party misinformation measurement for advertisers
All three of TikTok's third-party brand safety and suitability measurement partners are now able to provide advertisers with post-campaign misinformation reporting for the content that runs alongside their ads in the For You feed.
At TikTok, we are committed to creating the most trusted platform for advertisers to build their brands, connect with communities and drive real business impact. We believe an essential part of that trust is transparency. That's why we enable advertisers to work with third-party measurement partners for independent assurance that the content next to their ads is brand safe and suitable.
Today, we're pleased to announce that all three of TikTok's third-party brand safety and suitability measurement partners—DoubleVerify (DV), Integral Ad Science (IAS) and Zefr—are able to provide advertisers with post-campaign misinformation data for the content that runs directly before and after their ads in the FYF. This is a new capability that TikTok arranged in partnership with our measurement partners in response to misinformation being added to Brand Safety industry standards and definitions in recent years.
The results have been very strong. 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. 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. 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."
TikTok does not allow harmful misinformation on our platform as part of our policies, including the TikTok Community Guidelines. We define misinformation as content that is false or misleading, and we do not allow misinformation that may cause significant harm to individuals or society, regardless of intent. Moreover, content is ineligible for the FYF if it contains misinformation that may cause moderate harm, such as certain health content, conspiracy theories, repurposed media, or misrepresented authoritative sources. We partner with independent third-party fact-checkers to identify harmful misinformation so we can remove it as part of our approach to content moderation. To learn more about how TikTok combats misinformation, visit the TikTok Transparency Center.
For more about all of TikTok's brand safety and suitability solutions, visit the TikTok Brand Safety Center.
*Rates from third-party partners align with their own respective measurements and definitions of misinformation-related content, and common industry guidance.