Brand suitability and safety measurement company, Zefr, has launched advanced brand suitability controls on TikTok, allowing global advertisers to deploy category exclusions and vertical sensitivity controls.

The new capabilities, available through TikTok’s recently released Brand Safety Hub in TikTok Ads Manager, aim to offer protection and customisation for brands advertising on TikTok, ensuring that each campaign aligns with their unique brand values and safety and suitability standards.

Vertical Sensitivity on TikTok allows advertisers to select their vertical and exclude content categories they deem unsuitable, covering 11 brand verticals such as Pets, Beauty, Food, Fashion/Retail, and more. This control is now available in the US, UK, Canada, and Australia.

Category Exclusions prevent ads from appearing next to content categorised under Gambling & Lotteries, Violent Video Games, Combat Sports, and Youth Content, across all TikTok Inventory Filter markets.

Co-Founder & Co-CEO of Zefr, Rich Raddon, said: "Zefr is committed to innovating in brand safety and suitability across social platforms. The integration of our advanced controls into TikTok’s Brand Safety Hub on TikTok Ads Manager highlight our continuous dedication to innovation and empowering advertisers. This collaboration reflects our joint efforts to set new standards, prioritising the brand suitable alignment of ads with content, while minimising over-blocking and maximising reach for brands."

This expansion builds on Zefr & TikTok’s previous collaboration announced in September 2023, where Zefr provides video-level signals to inform TikTok Inventory Filter for GARM Suitability optimisations. Since its launch in 2022, Zefr has measured a 99%+ brand safety rate on TikTok based on the GARM floor definitions across global campaigns.

Zefr and TikTok plan to continue their collaboration on expanding these product features in all regions globally throughout 2024.