IAS extends digital ad protection in TikTok and tests new video exclusion list function

Integral Ad Science (Nasdaq: IAS), the leading global digital ad media measurement and optimization platform, announced an expansion of the Total Media Quality (TMQ) product suite to TikTok. With this, IAS will provide the measurement of Viewability (Visibility), Invalid Traffic (IVT) (Invalid Traffic) and Brand Safety and Suitability (Security and Brand Adequacy) for advertisers using the new advertising spaces provided by TikTok (“Pil and”s 

In addition, IAS conducts Alpha testing in partnership with TikTok for the new Video Deletion List feature. Alpha participants can partner with IAS for measurement and optimization in TikTok.IAS multimedia technology is the only solution that uses AI to scale the sentiment and emotion aroused by content. 

“The new TikTok inserts give advertisers greater user reach and greater flexibility when connecting with the rapidly growing audience of the platform.Our best-in-class suite of products will give advertisers more confidence by investing in alternative ways in TikTok”, says Lisa Utzschneider, CEO of IAS. “We are excited to expand our TMQ coverage for TikTok and partner on launching video-level exclusions as we continue to protect advertisers with the granular, end-to-end insights they need to protect their brands.

Total Media Quality (TMQ) for TikTok ensures that advertisers can safely optimize the reach of scaling their brands on one of the largest, fastest-growing short-form video entertainment platforms in the world.This expansion further improves the foma as advertisers verify and protect their advertising campaigns on TikTok from TMQ, the AI-driven suite of solutions leading the segment.Before the global launch, IAS conducted rigorous testing for new ad spaces in collaboration with TikTok. 

The extension of end-to-end protection from IAS to TikTok offers advertisers:

• Expanded TMQ measurement: Viewability (Visibility), Invalid Traffic (IVT) (Invalid Traffic) and Brand Safety and Suitability (Security and Brand Adequacy) measurements in the sections “Perfil”, “Research and in the feed “Following”, and TikTok Lite (in compatible markets), in addition to the already existing coverage to the feed “For You” IAS is also expanding the scope of the “ Categories Exclusion and “ 4 Vertical SENSITIVITY and “Sensibility of the final 2 markets from 2 to 20 to 20 total to 200 total to 2. 
• New Video Exclusions: Paired with TikTok's “” Inventory Filter, with configurations aligned to industry needs, “Vertical”, and “Class-Exclusion”, this feature excludes videos based on the specific needs of each brand. Currently in Alpha testing for the fourth quarter of 2024, general availability is expected for the first half of 2025.
• Frame-by-frame analysis: IAS TikTok products are powered by IAS AI-driven multimedia technology, which enables advertisers to accurately classify content at scale through frame-by-frame analysis, combining image, audio and text signals to better protect and expand their brands on TikTok.
• From insights to action: Advertisers have access to optimization and measurement in their ads on TikTok to safeguard and scale their campaigns. The IAS provides advertisers with content-level measurement to gain granular insights into brand security and fitness at scale.

IAS AI-driven TMQ for TikTok is available in a total of more than 75 countries in APAC, EMEA and LATAM countries, among other regions, with support in more than 30 languages.This broad coverage provides advertisers with greater access to campaign data and a unified view of their global campaigns.

This latest announcement further deepens the consolidated partnership of IAS with TikTok, since 2021in April 2024, the IAS announced the expanding your unrivaled safety measurement and brand suitability reports on TikTok to include new “ Moderations,” Category Exclusion and “Vertical” Sensitivity, allowing advertisers to make sure their media is running with appropriate content while protecting brand reputation.