TikTok Adds More Ad Placement Controls, New Guide to Brand Safety Tools | SocialMediaToday April 2025

TikTok has announced an expansion of its brand safety and verification partnerships, while it’s also launched a new Brand Safety and Suitability Playbook, which provides more insight into its suite of verification and safety solutions to help advertisers manage their TikTok ads.

First off, TikTok’s adding two options to verify your TikTok ads performance, with Video Exclusion Lists and Profile Feed Exclusion Lists.

As explained by TikTok:

• “TikTok Video Exclusion List enables advertisers to exclude specific video IDs from appearing next to their ads, offering near real-time exclusions and more granular control over ad adjacency and suitability.
• TikTok Profile Feed Exclusion List allows advertisers to exclude specific profile pages (by username) from serving adjacent to their Profile Feed ads, helping brands maintain alignment with their messaging and brand identity.”

So now you can implement more specific controls over ad placements in the app, helping to avoid negative association. Though it’s pretty specific, and it’ll require a lot of monitoring to pick out each video and profile, though TikTok’s third-party verification and safety partners will also be able to provide their own exclusion listings based on this to help limit risky exposure.

TikTok’s new exclusion lists will be available via Integral Ad Science (IAS), DoubleVerify (DV), and Zefr, who are all partners in TikTok’s brand suitability program.

Which is also the focus of TikTok’s new Brand Safety and Suitability Playbook, a 43-page guide to all of TikTok’s various ad placement and measurement options.