Singapore — Integral Ad Science (IAS), a global media measurement and optimisation platform, has announced the expansion of its partnership with TikTok Pangle, introducing new brand safety features alongside viewability and invalid traffic (IVT) measurement.
The integration aims to give advertisers on TikTok Pangle greater transparency and assurance over where their ads appear.
With this update, advertisers can now use IAS’s AI-driven Total Media Quality (TMQ) post-bid measurement on TikTok, together with post-bid measurement for TikTok Pangle, to optimise campaign reach and performance.
“Our advertisers greatly value IAS’s scaled solutions on TikTok. These new Brand Safety features provide advertisers across the globe access to independent and trusted, third-party measurement across TikTok’s offerings, including Pangle’s hundreds of thousands of global apps,” said Lisa Utzschneider, chief executive officer of IAS. “IAS is committed to providing brands with greater transparency wherever they allocate digital media spend so they can scale campaigns with confidence.”
According to IAS, the new post-bid measurement for TikTok Pangle will provide:
- Expanded Total Media Quality coverage, including viewability, invalid traffic, and brand safety measurement across TikTok Pangle, in addition to TMQ for TikTok’s various feeds such as For You, Profile, Following, Search, and TikTok Lite (in supported markets).
- Global reach, with measurement across TikTok Pangle’s inventory in more than 380,000 apps, covering audiences across the Asia-Pacific, EMEA, and Latin America regions.
- Independent verification, ensuring that ads appear within brand-safe environments and align with industry standards.
The announcement builds on the ongoing partnership between IAS and TikTok, which began in 2021 with the launch of a pre-bid optimisation product. Earlier this year, IAS expanded its Social Optimisation tools for TikTok to include pre-bid video exclusion lists, furthering its commitment to transparency and brand protection for advertisers.
TikTok Pangle, the advertising network for TikTok for Business, reaches more than 380,000 global apps and an estimated 2.9 billion daily active users through app traffic.
