TikTok Inventory Filter
TikTok has over one billion users from all corners of the world who rely on it for creativity, culture, and self-expression. As the platform continues to grow, so do the advertisers who are now using it. This has now been further strengthened by the introduction of Inventory filters for brands. Making moves to prioritise brand advertising experience with technologies that help create a safe environment where advertisers can manage the risk of what will appear with their ad content. This is an interesting and much-needed move based on the company's ongoing challenges with user privacy. Indicating the brand is maturing and keen to support the business community that advertises on it.
TikTok Inventory Filter is a new algorithm that allows advertisers to control the content that appears adjacent to their In-Feed Ads on the For You page. This technology is now available in 25 countries and 15+ languages, and it is a significant milestone in brand safety on TikTok.
The TikTok Inventory Filter provides advertisers with a choice of content filtration strategies to help them achieve their own unique goals by selecting the type of user-generated content they wish to appear adjacent to their branded content. The TikTok Inventory filter refers to all content posted by TikTok users that is eligible to appear adjacent to an ad. All content on the platform is generally moderated against their Community Guidelines, Terms and Conditions, but the TikTok Inventory filter should add additional content filtration layers to help brands achieve their own goals.
According to TikTok, the Inventory Filter contains videos that have been evaluated based on risk levels which are informed by industry-leading standards like GARM's floor and framework; these are:
- Floor Content: content that violates TikTok’s Community Guidelines, Terms of Service, and/or Intellectual Property Policy.
- High Risk Content: glamorization or gratuitous depiction of mature themes
- Medium Risk Content: fictional or entertainment depiction of mature themes
- Low Risk Content: educational depiction of mature themes
Considering these levels of content categorization, the TikTok Inventory Filter will then assess which videos to exclude from a given tier. As a result, the maturity of the themes present in each tier will vary accordingly as follows:
- Full Inventory: Excludes any "Floor" content that has been removed by robust moderation against TikTok's Community Guidelines and some "High Risk" content. In this tier, ads may appear next to some content featuring mature themes.
- Standard Inventory: Excludes "Floor" and "High Risk" content. Ads will appear next to content that is appropriate for most brands, but may contain some mature themes.
- Limited Inventory: Excludes all risk levels (from "Floor" to "Low Risk"). Ads will appear next to content that does not contain mature themes.
This is yet another evolutionary step in the journey of TikTok. Now, all we need them to do is tighten up the privacy and security of the platform… then more brands will rush to take advantage of the amazing sub-cultures and communities on the network.