👉 Background: TikTok is Gen-Z's favourite social media app. In fact, TikTok has also become the search engine of choice for more than half of Gen Z.

👉 What happened: Now, TikTok is bringing Disney on board as its newest publishing partner for its premium ad product, Pulse Premier. As part of this program, brands are allocated premium ad spaces.

👉 What else: This means the ads are guaranteed to run immediately before and after "suitable TikTok" content. And this gives advertisers more control over maintaining brand safety.

What's the key learning?

💡In the world of digital advertising, brand safety is how well a brand protects itself from being associated with inappropriate content.

💡On social media platforms (almost) anyone can create content online. From harmless dance videos, to Roman Empire trends and even discriminatory messages. And many brands don't want their ads showing up next to harmful content.

💡This has been a genuine and growing fear of advertisers, most recently on X (formally Twitter). Over half of X's top 1,000 advertisers before Musk's acquisition have left the platform due to X's lax approach to content moderation.

So TikTok is hoping its new Pulse Premier package will draw in more advertisers keen to align with 'vetted' content.

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