Integral Ad Science (Nasdaq: IAS), a leading global platform for digital ad media measurement and optimization, announced an expansion of the Total Media Quality (TMQ) product suite for TikTok. As a result, IAS begins providing measurement of Viewability, Invalid Traffic (IVT), and Brand Safety and Suitability for advertisers using the new advertising spaces made available by TikTok—in the "Profile," "Search," and "Following" sections—and in the TikTok Lite version (in compatible markets).
Additionally, 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's multimedia technology is the only solution that uses AI to analyze at scale the sentiment and emotion evoked by content.
"The new TikTok ad placements offer advertisers greater reach and increased flexibility when connecting with the platform's rapidly growing audience. Our suite of products, the best in the category, will give advertisers more confidence to invest in alternative ways on TikTok," says Lisa Utzschneider, CEO of IAS. We are excited about expanding our TMQ coverage to TikTok and partnering on the launch of video-level exclusions, as we continue to protect advertisers with the granular end-to-end insights they need to safeguard their brands.
The Total Media Quality (TMQ) for TikTok ensures that advertisers can optimize the reach to scale their brands safely on one of the largest short-form video entertainment platforms, which is growing the fastest in the world. This expansion further improves how advertisers verify and protect their advertising campaigns on TikTok through TMQ, an AI-driven suite of solutions that leads the segment. Before the launch, which takes place globally, IAS conducted rigorous tests for the new ad spaces, in collaboration with TikTok.
Extending IAS’s end-to-end protection to TikTok provides advertisers with:
- Expanded TMQ measurement:Viewability measurements, Invalid Traffic (IVT), and Brand Safety and Suitability in the "Profile," "Surveys," and "Following" feed sections, as well as TikTok Lite (in compatible markets), in addition to the existing coverage for the "For You" feed. IAS is also expanding the scope of the "Category Exclusion" and "Vertical Sensitivity" controls of TMQ to over 75 markets by the end of 2024.
- New Video Exclusions:Paired with TikTok's "Inventory Filter," with settings aligned to industry needs, "Vertical Sensitivity" and "Category Exclusion," this feature excludes videos based on each brand's specific requirements. Currently in Alpha testing for the fourth quarter of 2024, general availability is scheduled 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 score content at scale through frame-by-frame analysis, combining image, audio and text signals to better protect and grow their brands on TikTok.
- From insights to action:Advertisers have access to optimization and measurement for their ads on TikTok to safeguard and scale their campaigns. IAS provides advertisers with content-level measurement to gain granular insights into brand safety and suitability at scale.
The AI-powered IAS TMQ for TikTok is available in over 75 countries across APAC, EMEA, and LATAM regions, among others, 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 theIAS's consolidated partnership with TikTok, since 2021. More recently, in April 2024, IAS announced theexpanding its unparalleled brand safety and suitability measurement reports on TikTokto include new “Category Exclusion” and “Vertical Sensitivity” moderations, allowing advertisers to ensure their media is being served with appropriate content while simultaneously protecting their brand reputation.
