TikTok Offers New Misinformation Measurement To Reassure Ad Partners

TikTok’s adding more assurance for advertisers, with new third-party measurement of misinformation, and if/how ad content is being displayed alongside such in the app.

Misinformation was added to the Brand Safety industry-standard measurement earlier this year, and now, TikTok’s incorporating it as a new consideration, so that ad partners can be assured that their promotions are not being placed alongside misleading claims.

As per TikTok:

“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 For You Feed.”

Misinformation tracking has become more advanced in recent years, using a combination of AI and human review to detect questionable claims. TikTok’s partners will now be able to offer these processes as a solution to ensure brand safety, which could be particularly important heading into the last weeks of the U.S. election push.

TikTok says that initial tests have shown that its misinformation rate is very low, with “an average misinformation rate of <0.1% for the content adjacent to ads across a selection of campaigns in the FYF.” These new measurement options will ensure that brands remain aware of such, and can address harmful placement if they need.

It’ll be interesting to see if other platforms adopt the same. X, in particular, now hosts more misinformation, often amplified by its owner and most followed user, and as such, it seems doubtful that it would consider offering such a measurement.

But Facebook and Instagram will likely look to make a move in this direction too, as will Snapchat. And it could well become an expectation, now that misinformation is being measured by third parties.  

You can learn more about TikTok’s misinformation measurement offering here.