Singapore – Integral Ad Science (IAS) has announced that it is expanding its partnership with social media platform TikTok, bringing its ‘Total Media Quality’ brand safety and suitability measurement product to advertisers in 23 new markets.
This will be available in the Asia-Pacific markets of Indonesia, Japan, Malaysia, New Zealand, Philippines, Taiwan, Thailand, and Vietnam.
This expansion further cements IAS’s deep partnership with TikTok and adds to the seven countries where brand safety and suitability measurement went live in October 2022. IAS’s comprehensive coverage reflects the ever-growing popularity of TikTok worldwide and the demand from marketers to have the most actionable data to deliver the biggest return on their advertising spend.
IAS’s ‘Total Media Quality’ for TikTok uses artificial intelligence (AI) to provide unique insight into video content through frame-by-frame analysis of images, audio, and text, and can even interpret semantics. This granularity gives marketers the ability to effectively monitor the quality of their media buys on TikTok, providing confidence that their ads are appearing next to content that is brand safe and suitable.
Lisa Utzschneider, CEO at IAS, said, “IAS’s Total Media Quality for TikTok is powered by advanced AI-driven technology that analyzes video content with extraordinary depth, giving advertisers unmatched insights to run the most effective advertising campaigns.”
She added, “This expanded partnership with TikTok is a strong vote of confidence that advertisers around the world rely on IAS to deliver powerful results.”
Meanwhile, Chen-Lin Lee, global head of measurement and data partnerships at TikTok, commented, “TikTok is committed to building a safe environment where communities can express themselves and be entertained. We are excited to expand our partnership with IAS and offer brands around the world best-in-class reporting to ensure video-level transparency in dozens of languages and countries. We look forward to continued collaboration in providing transparency and confidence in TikTok’s ability to present brand messages in safe and suitable environments.”
