Silverpush unveils AI tool for brand safety on TikTok ads

Silverpush has announced the launch of Silverpush Mirrors for TikTok, an AI-powered contextual intelligence solution designed to help brands plan, activate, and optimise brand-safe TikTok campaigns at scale.

The new product is powered by Silverpush's contextual intelligence engine, which analyses the video-level environment of TikTok content. By processing and categorising ad groups based on a range of contextual signals, the solution seeks to deliver targeted campaigns to the most suitable audience at opportune moments.

Among the key features of Silverpush Mirrors for TikTok are custom brand safety filters that go beyond TikTok's native solutions. Brands can utilise 21 advanced brand safety filters, maintain creator and video exclusion lists, block up to 10,000 negative keywords, and benefit from insight-backed safety informed by historical campaign data, providing them with greater flexibility and control over the content alongside which their advertisements are placed.

Hitesh Chawla, Chief Executive Officer at Silverpush, said,

"Silverpush is thrilled to bring our contextual intelligence technology to TikTok to help brands and agencies activate and automate TikTok ad campaigns based on contextual signals. By adding a layer of contextual intelligence to TikTok campaigns, brands can ensure more relevance and better performance across the funnel."

The management of Silverpush Mirrors for TikTok takes place through the Silverpush Campaign Manager, the company's contextual intelligence platform. This platform analyses and activates context across different channels and devices, providing advertisers with a dashboard to measure detailed context-level insights. These insights enable users to understand the performance of various tactics and optimise campaigns with AI-driven recommendations.

The platform additionally allows users to compare TikTok campaign insights with those gathered from YouTube and connected TV (CTV) campaigns, offering a unified perspective on performance and contextual analysis across multiple advertising channels.

On the topic of campaign efficiency, Jeff Rich, Senior Vice President for the Americas, commented,

"We've heard from many clients that campaign set-up is the most time-consuming day-to-day task when running multiple campaigns across different channels. By streamlining TikTok campaigns through Silverpush Campaign Manager, brands and agencies can automate bidding strategies and ad tactics, eliminating the time it takes to go-to-market and ensuring that every video ad is delivered with hyper-relevant context."

Silverpush is positioning Mirrors for TikTok as a solution that addresses the complexities of managing large-scale campaigns, particularly for brands seeking to uphold brand safety while maximising performance on the TikTok platform. The addition of extensive customisation options and analytics is aimed at providing advertisers with more comprehensive control and insight into their ad delivery.

The product launch reflects a broader move by digital advertising technology firms to offer advertisers greater transparency and control over where their commercials appear online. As concerns around brand safety and context continue to grow, such tools are becoming increasingly important for brands wishing to ensure their advertising is both effective and aligned with their intended audience.

Silverpush's new offering will be monitored to determine its uptake among brands and agencies managing significant advertising campaigns on TikTok and other platforms. The company emphasises the integration of Mirrors for TikTok with its analytics dashboard, allowing clients to assess performance alongside YouTube and CTV initiatives within the same interface.