DoubleVerify (DV), a software platform for digital media measurement, data and analytics, has expanded its partnership with TikTok to offer advertisers post-campaign brand safety and suitability measurement. 

DV first partnered with TikTok in September 2021 to measure viewability and invalid traffic. The expanded partnership is designed to give campaigns transparency into adjacent content while maximizing impact and performance for brands.

With DV’s post-campaign suitability measurement on TikTok, advertisers are able to leverage the same insights across platforms and publishers to inform future media planning and buying decisions. DV’s technology can classify TikTok videos according to DV’s brand safety floor and suitability categories, while aligning with standards from the 4A’s Advertiser Protection Bureau (APB) and the Global Alliance for Responsible Media (GARM). 

DV’s proprietary semantic science capabilities leverage AI-driven tools such as deep learning, machine learning and ontology, in addition to manual reviews to accurately analyze image, audio and text components and provide granular video-level content classification