TTikTok Gives Brands the Ability to Exclude Profiles and Videos from Their Ad Campaigns

TikTok

TikTok is giving advertisers more control over where their ads appear with two new tools in its Safety Suite: the Video Exclusion List and the Profile Feed Exclusion List. The Video Exclusion List allows advertisers to prevent specific videos from appearing next to their ads, while the Profile Feed Exclusion List lets them exclude certain profile pages from serving adjacent to their Profile Feed ads.

Along with this, TikTok also published its TikTok Brand Safety & Suitability Playbook.

Why It Matters: On TikTok, the “For You” feed delivers a broad mix of content, which can sometimes be unpredictable. For advertisers, that means a higher risk of ads showing up next to content that clashes with brand values. These new exclusion tools help brands protect their image by avoiding placements near controversial, off-brand, or sensitive content. With brand safety varying from brand to brand and from time to time, given today’s social and political landscape, having flexibility like this can be helpful for brands to maintain their standards.