TikTok recently released Category Exclusion and Vertical Sensitivity Controls, adding another layer of control for advertisers alongside the TikTok Inventory Filter. These new features empower advertisers with greater choice over the content accompanying their advertisements.
Blake Chandlee, head of Global Business Solutions at TikTok, emphasizes their commitment to fostering the most trusted entertainment platform. They aim to provide brands with a safe environment to engage and interact with their communities effectively. He added that from launching their Inventory Filter in 2022, to scaling it to 60-plus markets with full coverage by their measurement partners, they have been consistently investing in innovation that empowers advertisers with choice.
The TikTok Inventory Filter, launched nearly two years ago, stands as the premier brand suitability solution on the app. These are the expanded, standard, or limited. Before, machine-learning technology makes sure ads are placed with content that fits within each tier. The new filters are related and allow advertisers to get slightly more granular. The Category Exclusion feature allowed users to choose whether their ads would run alongside content from four non-standard categories. The categories are Gambling & Lotteries, Violent Video Games, Combat Sports, and Youth Content.
These are categories that do not violate TikTok’s community guidelines, but they nonetheless might be inappropriate for every advertiser.
With 11 verticals, Vertical Sensitivity works in a similar way. Advertisers can exclude content they consider misaligned with their brand, ensuring greater control over their ad placements. An example TikTok uses to explain is a travel brand that likes content about nature, but not all nature. It might not want its ads positioned next to volcanos or floods.
Pets, Beauty, Food, Fashion/Retail, Travel, Financial Services, Technology, Automotive, Gaming, Professional Services and Entertainment are variety where the advertisers can choose from the verticals.