IAS Expands Partnership with TikTok to Provide Leading Comprehensive Third-Party Brand Safety Measurement Suite for the Platform

Integral Ad Science, a global leader in digital media quality, announced the addition of a post-bid brand safety and suitability measurement solution to its ongoing partnership with TikTok. On the TikTok platform in some areas, IAS offers marketers campaign analytics about brand safety and brand compatibility linked to Global Alliance for Responsible Media (GARM) criteria through an integration with the IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK). As a result, marketers can be certain that their media investments throughout TikTok are showing up next to content that is appropriate and safe for their businesses. This enables brands and agencies to properly monitor the quality of their media buys on TikTok.

With this development, IAS now leads the sector in being able to offer advertisers on TikTok end-to-end assistance with a solution that includes viewability and invalid traffic measurement in addition to pre-bid and post-bid brand safety solutions.

“We are excited to continue to grow our partnership with TikTok and provide valuable tools that allow brands to make the most of their pre-bid and post-bid campaigns,”

“As one of the largest video platforms, offering a holistic solution for advertisers planning their digital ad campaigns with the platform is more important than ever.”

Lisa Utzschneider, CEO, IAS.

For pre-bid ad placement on TikTok in a few locations, IAS’ current TikTok brand safety solution offers thorough brand safety measurement and protection.

The post-bid brand safety measurement offering will provide:

• Trusted, third-party measurement gives advertisers campaign insights into the content ads appeared adjacent to. Powered by the OM SDK, which is owned and governed by IAB Tech Lab with IAS being a founding member, the OM SDK is designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments.
• Industry-aligned safety and suitability measurement in line with Global Alliance for Responsible Media (GARM) categories and floor, which provides clear insights.
• 100% artificial intelligence and machine learning brand safety technology, which combines video, audio, and text to accurately classify content on the feed at scale.

“At TikTok, we strive to create the most trusted environment for brands, built on a foundation of safety, transparency and accountability. We’re thrilled to expand our partnership with IAS to offer both pre- and post-bid brand safety solutions to businesses of all sizes,”

“Bringing IAS on board as a global brand safety and suitability measurement partner will give our brands the confidence they need to ensure they are protecting their brand reputation.”

Melissa Yang, Head of Ecosystem Partnerships, TikTok.