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TikTok entered a partnership with DoubleVerify last September to measure viewability and invalid traffic, and the two companies revealed Thursday that the agreement was expanded to include post-campaign brand safety and suitability measurement for advertisers.
DoubleVerify said its technology can classify TikTok videos according to its brand safety floor and suitability categories, while aligning with standards from the 4A’s Advertiser Protection Bureau and the Global Alliance for Responsible Media.
The digital media measurement and analytics platform said its proprietary semantic science capabilities leverage artificial-intelligence-driven tools such as deep learning, machine learning and ontology, along with manual review, to analyze image, audio and text components and provide granular video-level content classification.
DoubleVerify deconstructs videos into three components:
- Audio (video dialog and music)
- Text (ontological and AI classification of captions, hashtags and metadata)
- Visual (objects and people using optical character recognition)
Advertisers will be able to leverage the same insights across platforms and publishers when...
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