TikTok Enhances Brand Safety with Third-Party Misinformation Measurement

TikTok introduces third-party measurement of misinformation to reassure ad partners. The platform's partners, DoubleVerify, Integral Ad Science, and Zefr, will provide post-campaign misinformation data for ads. AI and human review will detect questionable content, with initial tests showing a misinformation rate below 0.1%. This move aims to enhance brand safety, especially during election season. Other platforms, like X, may not adopt this measure due to higher misinformation rates and owner involvement.

The social media landscape is continually evolving, and with it, the challenge of misinformation. As the 2022 U.S. election season approaches, concerns about false information and its impact on brand safety have escalated. In response to these concerns, TikTok has taken a proactive approach by partnering with third-party providers to measure and monitor misinformation on its platform [1].

TikTok's collaboration with DoubleVerify, Integral Ad Science, and Zefr marks a significant step forward in addressing the issue of misinformation and maintaining brand safety. These partners will provide post-campaign misinformation data for ads, ensuring that brands can be confident that their promotions are not being placed adjacent to false or misleading content [1].

The integration of third-party misinformation measurement into TikTok's brand safety measures is particularly noteworthy given the platform's recent surge in popularity and the rising concerns about misinformation on other platforms [1]. While some platforms, such as X, have yet to adopt similar measures due to higher misinformation rates and owner involvement [1], TikTok's commitment to addressing misinformation is commendable.

Misinformation tracking has evolved significantly in recent years, employing a combination of artificial intelligence (AI) and human review to detect false or misleading claims [2]. TikTok's partners will leverage these advanced techniques to identify and flag any questionable content, ensuring that brands can avoid harmful placement and maintain their reputation.

Initial tests conducted by TikTok indicate that the misinformation rate on its platform is exceptionally low, with an average rate of below 0.1% for content adjacent to ads across a selection of campaigns in the For You Feed [1]. This reassuring statistic underscores TikTok's commitment to maintaining a clean and safe platform for both users and advertisers.

As the 2022 U.S. election season approaches, concerns about misinformation on social media platforms are likely to increase. TikTok's proactive approach to addressing this issue through third-party measurement is a positive step towards enhancing brand safety and reassuring advertisers. It is expected that other platforms, such as Facebook, Instagram, and Snapchat, will follow suit and adopt similar measures to ensure the integrity of their platforms.

References:

[1] Social Media Today. (2022, March 7). TikTok offers new misinformation measurement to reassure ad partners. Retrieved from https://www.socialmediatoday.com/news/tiktok-offers-new-misinformation-measurement-to-reassure-ad-partners/727831/

[2] Nature. (2021). The science of misinformation. Retrieved from https://www.nature.com/articles/s41586-021-03344-2