TikTok launches inventory filters for safe ad placements

TikTok recognizes that not all content on its platform will resonate with all viewers. The inventory filter gives brands options to show or not show their content near brands or videos that are not similar in nature. The solution is built into TikTok’s ad manager and allows advertisers to choose where their content will appear.

What does that mean. TikTok inventory filters give advertisers three layers and tiers of video inventory. These levels are created based on TikTok’s own policies and industry standards GARM brand safety floors and brand suitability frameworks. Advertisers can select the desired level in the Ads Manager.

What are the rates. With an inventory filter, the levels contain videos that have been evaluated for risk levels based on industry standards. These risk levels are:

• Bottom Content (violates TikTok’s Community Guidelines, Terms of Service, and/or intellectual property)
• High-risk content (glamorization or inappropriate display of adult themes)
• Medium risk content (fictional or entertaining depictions of adult themes)
• Low-risk content (educational display of adult themes)

Taking these levels of content categorization into account, TikTok Inventory Filter will then evaluate which videos should be excluded from a certain level. Consequently, the maturity of the topics present in each level will vary accordingly as follows:

• Full Inventory: Excludes any “superior” content that has been removed through heavy moderation in accordance with TikTok’s community guidelines, and some “high-risk” content. At this level, ads can appear alongside adult-themed content.
• Standard Inventory: Excludes “Floor” and “High Risk” content. Ads will appear alongside content that is appropriate for most brands but may contain some adult content.
• Limited Inventory: Excludes all risk levels (from “low” to “low risk”). Ads will appear next to content that does not contain adult themes.

At TikTok, we strive to create meaningful tools that enable brands to connect with our community and increase business impact. As we innovate for advertisers—from idea to execution—brand safety, appropriateness, and media effectiveness are never forgotten, but built into our processes every step of the way,” said Jon Schmucler, global head of product marketing, measurement at TikTok. “With the introduction of the TikTok Inventory Filter, we are taking a big step forward in our ability to offer brands even greater control over their advertising environment, while laying a strong technical foundation for future innovation in relevance, customization and measurement for our brand partners.

Early results. TikTok reported that hundreds of brands tested the inventory filter and that each campaign showed “tremendous results.” You can read more insights and the full blog post from TikTok here.

Who can use inventory filters. TikTok’s new inventory filter is now available to advertisers in Australia, Brazil, Canada, Egypt, France, Germany, Indonesia, Italy, Japan, Saudi Arabia, Malaysia, Mexico, Netherlands, Philippines, Poland, Singapore, South Korea, Spain, Sweden, Thailand, Turkey, United Arab Emirates, United Kingdom, United States of America, Vietnam.

Why do we care? While TikTok is no stranger to controversy, the new inventory filters will hopefully give some advertisers peace of mind when it comes to where their content is being shown. If you advertise on TikTok, you should use filters to ensure safer ad placements.

About the author

Nicole Farley is an editor for Search Engine Land, covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacking.