DoubleVerify’s Safety and Suitability Measurement Effectively Verified Ad Delivery on TikTok

Objective

Mondelēz International is one of the world’s largest snack companies, serving over 150 countries. Mondelēz partnered with TikTok to introduce its Sour Patch Kids Fruit flavors to the U.S. market with a ‘Not-So-Sour Fruits’ campaign. The brand’s main objective was to deliver its creative message to consumers alongside safe and suitable content.

Solution

To verify that ads ran within a safe and suitable environment, Mondelēz leveraged post-bid suitability measurement from DoubleVerify (DV), a badged TikTok Measurement Partner. 

This solution leverages DV’s artificial intelligence, ontology and manual review to accurately analyze image, audio and text components to provide video-level content classification. With this technology, Mondelēz was able to verify TikTok videos against DV’s brand safety floor and suitability categories, which align with the Advertiser Protection Bureau and GARM standards and access incident reporting within DV Pinnacle®, DV’s unified service and analytics platform.

Results

The campaign delivered 39.5 million impressions over the course of its run from January to July 2023. Mondelēz successfully delivered its ads alongside safe and suitable content. Over 99.9 percent of the ads were verified as brand safe, and 99 percent were served within environments considered brand suitable. 

Floor Content is content that violates TikTok’s Community Guidelines, Terms of Service and/or Intellectual Property Policy.