TikTok is enhancing its assurances for advertisers by introducing new third-party measurements to track misinformation and assess how ad content appears alongside it within the app.

Earlier this year, misinformation was incorporated into the industry-standard Brand Safety metrics, and now TikTok is integrating it as a key factor, ensuring that advertisers can be confident their ads aren't displayed next to misleading information.

According to TikTok:

"We’re excited to announce that all three of TikTok’s third-party partners for brand safety and suitability measurement—DoubleVerify (DV), Integral Ad Science (IAS), and Zefr—will provide advertisers with post-campaign data on misinformation regarding the content that runs directly before and after their ads in the For You Feed."

In recent years, misinformation tracking has advanced significantly, utilizing a blend of AI and human review to identify dubious claims. TikTok's partners will now implement these processes to safeguard brand reputation, which could be especially crucial as the U.S. election season approaches.

TikTok reports that initial tests indicate a very low misinformation rate, averaging less than 0.1% for content adjacent to ads across a range of campaigns in the For You Feed. These new measurement tools will help brands stay informed and address any harmful placements as necessary.

It will be interesting to see if other platforms follow suit. X, in particular, has seen an increase in misinformation, often amplified by its owner and most-followed user, making it unlikely to consider implementing such measurements.

However, Facebook and Instagram are likely to pursue similar initiatives, as well as Snapchat. As third-party measurement of misinformation becomes more common, it may soon become an industry expectation.