TikTok is enhancing brand safety for advertisers by integrating third-party measurement of misinformation, helping to prevent ads from appearing alongside misleading content in the app.
TikTok is working with partners like DoubleVerify, Integral Ad Science, and Zefr to provide advertisers with detailed post-campaign data on misinformation related to their ads.
With advanced misinformation tracking utilizing AI and human review, TikTok aims to ensure a brand-safe environment, crucial during high-stakes periods like the U.S. election.
TikTok's initial testing shows a misinformation rate of less than 0.1%, indicating a focus on maintaining high standards for content adjacent to advertisements.
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