IAS Expands Digital Ad Protection on TikTok, Tests New Video Exclusion List Feature

Integral Ad Science (Nasdaq: IAS), leading global digital ad media measurement and optimisation platform, announced an expansion of the Total Media Quality (TMQ) product suite for TikTok. With that, the IAS now provides the Viewability measurement, Invalid Traffic (IVT) and Brand Safety and Suitability for advertisers using the new advertising spaces made available by TikTok –in the Profile sections, Searches and Following – and in the TikTok Lite version (in compatible markets). 

Furthermore, IAS conducts Alpha tests in partnership with TikTok for the new Video Exclusion List feature. Alpha participants can partner with IAS for measurement and optimization on TikTok. IAS multimedia technology is the only solution that uses AI to scalably analyze the feeling and emotion aroused by content. 

TikTok's new inserts give advertisers greater user reach and greater flexibility in connecting with the platform's rapidly growing audience. Our range of products, Best in class ., It will give more confidence to advertisers to invest in alternative ways in TikTok., says Lisa Utzschneider, CEO of IAS. We are excited about expanding our TMQ coverage to TikTok and partnering to launch video-level deletions, 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 optimize reach by safely scaling their brands on one of the largest short video entertainment platforms, and the fastest growing in the world.. This expansion further improves the way advertisers verify and protect their TikTok ad campaigns from TMQ., AI-driven solution set leading the segment. Before launch, that occurs globally, IAS conducted rigorous testing for the new ad spaces, in collaboration with TikTok. 

Extending IAS’s end-to-end protection to TikTok provides advertisers with:

• Expanded TMQ measurement:Measurements of Viewability, Invalid Traffic (IVT) and Brand Safety and Suitability in the "Profile" sections, Searches and in the Next feed, and TikTok Lite (in supported markets), in addition to the existing coverage of the For You feed. The IAS is also expanding the scope of the TMQ's Category Exclusion and Vertical Sensitivity controls to a total of over 75 markets by the end of 2024.. 
• New Video Exclusions:Paired with TikTok's Inventory Filter, with configurations aligned with industry needs, ⁇ Vertical sensitivity ⁇ and ⁇ category exclusion ⁇, This feature excludes videos based on the specific needs of each brand. Currently in Alpha testing for the fourth quarter of 2024, is expected to be generally available in the first half of 2025
• Frame-by-frame analysis:IAS TikTok products are powered by IAS' AI-driven multimedia technology, that allows advertisers to accurately classify content at scale through frame-by-frame analysis, by combining image signals, audio and text to better protect and expand your brands on TikTok
• From insights to action:Advertisers have access to optimization and measurement in their TikTok ads to protect and scale their campaigns. IAS provides advertisers with content-level measurement to gain granular insights into brand safety and adequacy at scale

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

This latest announcement further deepens theconsolidated partnership of the IAS with TikTok, from 2021. More recently, in April 2024, The IAS has announced theexpanding its unparalleled brand safety and suitability measurement reports on TikTokto include new moderations of Category Exclusion and Vertical Sensitivity, allowing advertisers to ensure that their media is being served with appropriate content; and, simultaneously, protect the reputation of the brand