Digital media measurement platform, DoubleVerify, has launched 16 new brand safety and suitability categories to complement TikTok's new Inventory Filters - Vertical Sensitivity and Category Exclusion - set to go into effect this month.

The new categories include five content categories in the Category Exclusion control for TikTok Inventory Filter - Gambling & Lottery, Youth Content, Violent Video Games, and Combat Sports. The release also includes 11 vertical-based categories for the Vertical Sensitivity inventory filter that align with the unique brand requirements of advertisers across various sectors. DoubleVerify is currently testing Vertical Sensitivity controls to be available later this quarter.

"We are excited to expand our partnership with TikTok as ad investments continue to grow on the platform. As driven by our client-focused innovation strategy, we are launching 16 additional brand safety and suitability categories that cover unique content types and industry verticals. Advertisers can ensure brand equity protection by leveraging DV's new AI-powered classification categories, and align their advertising with suitable content on TikTok according to each brand's specific needs and objectives," said DoubleVerify CEO, Mark Zagorski.

DoubleVerify's Universal Content Intelligence is a classification engine that powers the company's extensive content categorisation online, including the expanded categories on TikTok. It classifies content based on robust policy definitions, and leverages leading artificial intelligence (AI) technology to provide advertisers with the most accurate classification.

"TikTok is continuously building and refining our brand safety and suitability solutions for advertisers, and evolving to stay ahead of emerging needs. We are excited to be partnering with trusted third-party measurement provider DoubleVerify to complement our own TikTok Inventory Filter, and our new brand suitability controls Category Exclusion and Vertical Sensitivity, so advertisers are confident in the tools that empower them to connect with our community," said TikTok Global Head of Measurement and Data Partnerships, Chen-Lin Lee.

DoubleVerify first rolled out ad viewability, fraud, and in-geo measurement on TikTok in 2022, the following year expanding its partnership with the platform to offer post-campaign brand safety and suitability measurement. In 2023, DoubleVerify released support for TikTok Photo Mode content and became an official badged member of the TikTok Marketing Partner Program with a specialisation in Brand Safety & Suitability.

Earlier this year, DoubleVerify expanded its brand safety and suitability market support to include Japan, Costa Rica, Panama, Guatemala, and the Dominican Republic, bringing the company's coverage to 35+ global markets.